Box Office Top 3: ’10 Cloverfield Lane’ Makes Vague Marketing Work

With four wide releases debuting this weekend, only one new film was able to crack the top three — and honestly, I still don’t know what it’s about. 

Holding on to the No. 1 spot this week is « Zootopia, » bringing in an estimated $50 million and pushing its domestic total to more than $142 million. Strong reviews and buzz from the debut seem to be pushing the family film to a better-than-average second week.

Also, considering the large number of new releases this weekend, the $50 million haul is even more impressive. 

« 10 Cloverfield Lane » is the only new film that managed to crack the top three, bringing in an estimated $25 million in its debut. The $25 million is more than enough to make up for the $15 million production budget.

It’s also more money than all three of the other new nationwide releases managed to bring in combined. 

In a day and age when trailers tend to be a full synopsis rather than a true tease, « 10 Cloverfield Lane » goes the complete opposite direction, keeping viewers in the dark for all of its trailers and most of the actual movie. 

We know « 10 Cloverfield Lane » isn’t a sequel, but the film does have some connection to the 2008 found-footage film « Cloverfield. » Add on the extremely vague marketing campaign plus a rock-solid performance from John Goodman, and you get a genuinely compelling mystery thriller for moviegoers and critics alike. 

« I agree that the answers aren’t as interesting as the not knowing; the mystery is more compelling than the resolution. But I didn’t mind the resolution. » The Wrap’s Alonso Duralde said. 

Our favorite anti-hero continues to have a great month at the box office, taking the No. 3 spot this week and bringing in an estimated $10.8 million. After five weeks at the box office, « Deadpool » has made more than $708 million worldwide and can officially claim a spot among the top 10 highest grossing comic book films of all time. 

As for next week, if you can’t get Katniss and Peta, you’ve always got Tris and Four. 

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