In recent months, the horror genre has seen a substantial influx of new films, yet one title stands out among the rest: NEON’s “The Monkey.” With projected opening weekend figures between $12M and $14M, this film threatens to take the crown for the best debut of 2023 in its genre. Initial previews, garnering $1.9M, indicate that interest in the film is robust, especially considering NEON’s recent successes with films like “Longlegs.” The performance of “The Monkey” could solidify NEON’s reputation as a powerhouse in horror film distribution.
Comparatively, “The Monkey” is set to outperform New Line’s “Companion,” which saw a respectable first weekend with $9.3M after $1.7M in previews. Interestingly, “The Monkey” has generated considerable buzz leading to its release, surpassing the awareness levels of “Longlegs” prior to its debut. This increased visibility could suggest a broader appeal, although it should be noted that the levels of interest are still seven points lower than its predecessor—pointing to a potential mid-teen opening, rather than a runaway success.
The distinguishing factor in the marketing campaign for “The Monkey” versus “Longlegs” is its omnipresence in advertising. Unlike “Longlegs,” which used inventive approaches like stealth promotions to reveal elements of its plot, “The Monkey” has adopted a more conventional promotional strategy. While eye-catching oversized monkey displays at theaters may generate excitement, there is a risk of oversaturation, potentially dulling audience interest. Effective marketing remains a balancing act, and NEON must navigate this tightrope carefully as early viewer engagement remains essential for long-term success.
The demographic for “The Monkey” trends heavily towards younger audiences, particularly those aged 18-34, who made up 63% of viewers during early screenings last night. Understanding this target demographic can guide future marketing efforts and film themes. NEON has made a timely decision to align their film narratives with the interests of younger viewers who seek innovative and thrilling cinematic experiences.
This weekend’s box office performance will be critical not just for “The Monkey,” but for NEON as a whole. With a marketing budget of $10M—identical to that of “Longlegs”—expectations are high for profitability. Beyond “The Monkey,” NEON’s aspirations for awards success are also in play, particularly with their Cannes Film Festival laureate “Anora,” which is nominated for Best Feature at the Film Independent Spirit Awards. A combination of box office triumph and accolades would only serve to bolster NEON’s reputation in a competitive industry rife with uncertainty.
“The Monkey” presents both challenges and opportunities for NEON. As they approach this pivotal weekend, the interplay between marketing strategies, audience engagement, and critical reception will be paramount in determining not just the success of this film, but NEON’s ongoing legacy in the horror genre.