'Novocaine' and 'Black Bag' Bet On Originality To Attract Date Night Crowds - Ticket Sales Tracking (3/10-3/13)

Looks like audiences may have missed the first 16 entries because Mickey 17 was not the blockbuster WB was hoping for. Coming off of an Academy Award domination five years ago, Bong Joon-Ho was able to grab the hardcore film fans, but struggled to reach a wider audience. Still, the sci-fi adaptation managed to nearly match our $2.40M Thursday previews while it struggled to reach its $6.75M Friday prediction. Even though the $118M risk underdelivered on its $9.15M Thurs+Fri expectations, Bong Joon-Ho was able to get full creative control on a weird big, sci-fi experience that critics and most audiences are loving. It may not be a financial success for WB, but, in time, history will call this a win.

In an effort to combat a weaker box office season, studios are coming to their rescue with their latest slew of original, star-studded fare. While new ideas are always supported and encouraged here, they are always a huge risk time and are hard to depend on at times. Trying to attract a younger, spring break crowd, Jack Quaid is already back for his second violent romance outing of the year with Novocaine. Half-action, half-romance, the original vehicle hopes to outpace the lackluster result of Love Hurts.

For those in search of auteurs, Steven Soderburgh is also returning to the big screen for the second time this year with Black Bag. If only audiences still came out in droves for movie stars because a well-received spy thriller with Michael Fassbender and Cate Blanchett would do great numbers...if this was the 90s. Hopefully, the thrilling buzz can get out as we comp to fellow director-driven Megalopolis.

For all the audiences complaining about a lack of original ideas in Hollywood, you would think they show up when theaters have the goods. Sadly, that is not the case as sales for Novocaine are practically non-existent. To not much surprise, the day-of sales have been somewhat encouraging, but building from almost nothing is not the biggest sign of hope. At this rate, Novocaine is looking at a $.90M Thurs compared to Love Hurts. Things to Note: There were $.50M from multiple days of previews that will be added in later. Friday is not looking much better as Novocaine is looking to fight for only $2.51M.

With pretty mute theater capacities, there just does not seem to be much demand here. Even with full marketing platforms, original films are still struggling. Hopefully, the buzzy word, spring breaks, and lack of "big" marquee titles help the holds in the incoming weeks, but something is broken because theaters and general audiences.

In the realm of small platform titles, Black Bag looks to at least be doing better than it could be. Clearly, there is still some pull with audiences on a small scale, whether its a director or a cast. While not a breakout, Black Bag is at least showing consistent growth in ticket sales throughout the week. Not including an additional $.25M from Wednesday previews, Black Bag is looking at a $.59M Thurs and $2.71M Fri compared to Megalopolis.

Focus Features knows how to handle smaller scale titles and Black Bag seems to fit right in their adult-driven demographic. Even the theater capacities are showing a pulse with stronger turn-outs at prime date night evening locations. With a strong catalogue of names and extremely positive buzz, Black Bag may just be the small scale hit that theaters need.

Despite an attempt at a strong marketing play, Novocaine is looking to take a beating with a $3.91M?Thurs+Fri opening. Guess the ads have to hit the right audience because Black Bag is not too far behind with $3.58M?Thurs+Fri. If tracking plays out as expected, both Novocaine and Black Bag can reach a dosage of $9.50M 3-day totals. Paramount won't face a huge bruise as Novocaine only cost $18M while Focus Features will struggle against Black Bag's $50M price-tag.

Even in times of weaker box office turnouts, it is still important for studios to reel in audiences with original fare. Hopefully, audiences will follow the trail of marketing and positive buzz to give exhibitors a surprise soon.