The summer box office slowdown is expected to continue in August, with a lack of big releases to entice audiences. However, studios have been pleasantly surprised by the success of independent films like “Superman,” “Jurassic World Rebirth,” and horror movies “Sinners” and “Weapons.” The latter has become a surprise hit, shaping up as one of this August’s few bright spots.
Despite a slow period, analysts note that the post-pandemic box office has adjusted to new norms. With studios doing well on their balance sheets, theater owners can weather a short-term lull. Revenues are expected to fall short of last year’s $4 billion milestone, but there were other successes like “F1: The Movie” and “How to Train Your Dragon.”
To boost revenue, chains like AMC Theatres are experimenting with discounts on certain days. However, the effectiveness of these promotions is uncertain, as they may not attract new customers who wouldn’t have gone otherwise.
The upcoming releases in September, including “Hamilton,” a Disney+ taping of the Broadway smash, and October’s sci-fi sequel “Tron: Ares,” hold promise for a potential comeback. As fewer people go to the movies, studios will need to rely on volume and the popularity of premium formats to lift revenue.
Industry analysts remain cautiously optimistic about the summer box office, citing past examples of successful independent films emerging during slow periods.
Source: https://variety.com/2025/film/box-office/weapons-hit-movie-theaters-bleak-box-office-1236492258