Ever since “Twilight’s” original splash in 2008, Hollywood has aggressively staked out the vampire genre, hoping to imitate Summit’s globe-trotting franchise, which has earned a whopping $1.79 billion to date.
But just because you have a fangy feature doesn’t mean you’ll get rich quick. Case in point: “Let Me In.”
Despite critical praise, Overture Films’ remake of Swedish thriller “Let the Right One In” grossed only $5.1 million from 2,020 locations this past weekend for a cume of $6.0 million through Tuesday.
Needless to say, Overture is hardly going out with a bang.
With a per screen average of $2,548, the Matt Reeves-directed pic fared worse than any other major vampire release this year, including Lionsgate’s “Daybreakers,” which earned $15.1 million its opening weekend ($6,001 per/screen) and even parody pic “Vampires Suck,” which surprisingly opened to $12.1 million for a per/screen average of $3,440.
Overture and Hammer Films reportedly only spent $20 million on the film, hardly insurmountable in terms of recooperating costs. Still, how did a vampire movie with an 87% Rottent Tomatoes fresh rating get so bullied at the box office?
For starters, “Let Me In” never really had a clear demo. Overture aimed for adult, horror audiences with its frightening teasers but there was also coy, almost holiday-ish images of Chloe Moretz in a red hooding hood as well as posters of her making snow angels, something that may have scared off the core horror auds as statistics later revealed that 53% of “Let Me In’s” viewers were, in fact, female.
“If you’re going after a specific audience, you better hit them hard,” one insider notes. “And ‘Let Me In’ was in somewhat of a gray area.”