

A24 spent a lot of money putting this in theaters with the belief that it would connect with the right kind of fans and get strong buzz from the community. Hereditary once again leads us to ask, was it overhyped? Did the hype hurt the release? What does this mean? I shared some thoughts in my previous piece, but let’s look at this from a business perspective.

Word of mouth isn’t going to propel Hereditary to box office mega-stardom and could even force a massive drop in its forthcoming second weekend. In fact, we told you this past weekend that it scored a brutal D+ CinemaScore. This is bad. These numbers are great, but I still suspect A24 had higher hopes for the film’s word of mouth among general audiences, which is not good – despite the 93% critical score on Rotten Tomatoes. Box office estimates are reporting that the dramatic horror film “overperformed” at the box office by grossing an estimated $13M, which they’re saying is A24’s largest opening ever! It should end its domestic run somewhere between $25-30M. Continued abuse of our services will cause your IP address to be blocked indefinitely.After months of hype, A24 finally unleashed Ari Aster‘s indie Hereditary in theaters everywhere. Please fill out the CAPTCHA below and then click the button to indicate that you agree to these terms. If you wish to be unblocked, you must agree that you will take immediate steps to rectify this issue. If you do not understand what is causing this behavior, please contact us here. If you promise to stop (by clicking the Agree button below), we'll unblock your connection for now, but we will immediately re-block it if we detect additional bad behavior.

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