In the North American market, predicting a film's future performance doesn't take long. By collecting data on the first day's box office, audience demographics, and reviews, it's usually clear whether a film will be profitable or a loss.
Of course, there are exceptions, like "Titanic." Who could have predicted its eventual success based on its performance and reviews on its first day?
However, the North American film market is highly mature. Target age demographics, genre release schedules, preview screenings, and viral marketing all have well-established practices. Films showing box office potential quickly receive additional resources from theatres.
Even before Lionsgate contacted them, theatres had already started increasing the showtimes for "The Purge."
Theatres, being commercial enterprises, adjust based on a film's market response. A film that starts strong but then underperforms will not receive additional resources. Conversely, a film that performs well initially will receive more support.
Moreover, horror films released during Halloween can't dominate all showtimes.
Lionsgate leveraged its resources by actively engaging with theatre chains. While the number of theatres showing "The Purge" didn't increase significantly, the average number of showtimes rose by nearly six percent.
As the audience grew, the reviews for "The Purge" became highly polarized.
On IMDb, which was founded in 1990 as an online database of film and TV information, "The Purge" received an average rating of 6.4, which is not high but not low for a horror film. Interestingly, most of the ratings clustered above 7.5 and below 4.5.
Additionally, the film performed poorly in some southern states.
The weekend quickly passed, and a new week began.
At dawn, the newsstand on 13th Street in Burbank opened. The owner set out the latest weekly magazines and prominently displayed the best-selling ones. He also hung up DC and Marvel superhero comics.
After finishing these tasks, delivery trucks arrived, piling bundles of newspapers outside the stand.
The owner called out, "Lisa! Come and work!" When there was no response, he shouted angrily, "Damn it! Get out here!"
His voice carried far, and the hefty woman quickly emerged from the stand.
"What's all the yelling for?" she retorted loudly. "I'm here!"
She efficiently carried the newspaper bundles inside and then helped the owner set them up.
By the time they finished, the sun had risen.
The woman wiped her brow, picked up a newspaper, and sat down heavily, causing the chair to creak.
Customers started arriving, and the owner busily handled the transactions.
The woman flipped through to the entertainment section, where a large headline caught her eye: "Halloween 7" Tops North American Box Office, "The Purge" Follows Closely!
"The Purge"? The name sounded familiar. Where had she heard it before?
Then she remembered and was shocked. How could this be possible? She looked up at the sky, wondering if the world was ending or if aliens had arrived.
She grabbed another "Hollywood Reporter" newspaper and quickly found the weekend box office section.
"Jamie Lee Curtis returns in the horror sequel 'Halloween 7,' opening with $16.1 million over the weekend, claiming the top spot in the North American box office."
"Following closely in second place is 'The Purge,' the biggest dark horse of last week. This horror thriller brought in a surprising $15.2 million over the weekend, securing the runner-up spot."
The woman skipped the detailed "Halloween 7" report and hurriedly read the analysis of "The Purge."
"Based on CinemaScore and several market predictions, 'The Purge' could reach a final North American box office of $40 million..."
Her mind buzzed. The failure she saw daily had turned things around?
How was this fair? She worked hard every day for a few thousand dollars a month, and this loser made millions with one film?
She thought of the underdog stories she hated.
"What are you thinking about?" a customer shouted, "Give me a 'Los Angeles Times.'"
Snapping back, she handed over the magazine, and when the customer left, she tugged at the owner's sleeve, saying, "That... that loser..."
"Michael Anderson!" the owner corrected.
"Yes! Michael Anderson," she stammered, realizing she could no longer call him a loser, as wealthy people were not to be trifled with. "His new movie was released last week."
"Did he lose again?" the owner's first thought.
"No. Today's papers say Michael Anderson's new film grossed $15.2 million in its first week, and experts predict it could exceed $40 million..."
"Turned things around, huh?" the owner was shocked.
The woman looked at the office building behind them, muttering, "No more jumping off buildings."
The owner read through the report, "Old Anderson spent ten years becoming a millionaire, and now young Anderson might be a multi-millionaire."
Lost in thought, a familiar voice broke in, "One 'Los Angeles Times.'"
The owner took the money and handed over the paper, recognizing the face, "Good morning, Mr. Anderson. Congratulations on your film's success."
"Thank you," Michael replied, smiling.
Carrying his briefcase and the newspaper, Michael entered the office building, encountering familiar faces.
Many were unusually friendly, greeting him.
Michael responded politely to everyone.
Entering his company's office, confetti suddenly rained down as he stepped in.
"Wow—" cheers erupted.
Michael saw George and Robert, who had triggered the celebration, smiling, "We did it!"
Cheers filled the office.
Those who hadn't faced near-bankruptcy couldn't understand the sweetness of success.
"Michael!" Robert excitedly shook Michael's hand. You're the second person I truly admire after your father!"
George joined in, his face full of smiles, "You led us to success!"
Mary hugged Michael, "Your father would be proud."
They knew that Michael was the key to this success.
Michael pulled off the confetti, "We will continue to succeed!"
(Note: Regarding box office figures, in 1998, there were fewer theatres and screens than in 2013, and ticket prices were lower. Lionsgate, just starting, couldn't compete with Warner Bros. in distribution, and the film didn't feature a star like Ethan Hawke. Therefore, the total box office would undoubtedly be lower than the original version.)