September 13, 2021
Entering last weekend, Warner Bros. Pictures’ horror release Malignant had all the prerequisites for success: a hot director in James Wan (Aquaman, The Conjuring) and strong social media buzz. But the film disappointed at the box office, generating $5.6 million in domestic ticket sales, far below studio expectations.
On the flipside, the movie concurrently debuted on HBO Max free to subscribers for 31 days as part of Warner’s yearlong strategy promoting teh SVOD/AVOD platform with new theatrical movies. The concept was a winner with streamers.
New weekly data from JustWatch found that Malignant was the top streamed movie across its monitored devices the week ended Sept. 12. The title beat out Universal Pictures’ 9/11 inspired 2006 movie United 93 and the original 1992 Candyman (TriStar Pictures).
Among TV shows, Hulu’s “Only Murders in the Building,” starring Steve Martin, Martin Short and Selena Gomez, repeated as most-streamed series. The show was followed by Netflix series, “American Crime Story” and “Rick and Morty.”