Paramount's "Paranormal Activity: The Ghost Dimension" got the lowest grossing opening in the horror franchise history. According to Variety, the horror movie opened to just $8.2 million.
It has been reported that Paramount partnered with exhibitors like AMC and Cineplex in order to make the film's debut earlier. The said exhibitors will get a cut from the digital revenue that in return they allowed the studio to release the "Paranormal Activity: The Ghost Dimension" via electronic 17 days after it is shown in theatres. It usually takes 90 days before you will be able to do that. However, the move that they took did not succeed.
Many chains were hesitant about the new plan and that they are also worried that by doing that it will hinder theatrical exclusivity. This prompted them to not to show the picture leaving it open for only 1,656 screens which happened to be roughly 1,000 less compared to the previous horror series.
The unexpected turn of events was the lowest kicked-off in the horror franchise history. The Variety reported that Jeff Block, an analyst from Exhibitor Relations said, "My gut reaction was it probably wasn't worth it to alienate theatre owners." He continued and said, "But the franchise was dying so it probably seemed like a good idea to try to change things up."
Rob Moore, Vice Chairman of Paramount Pictures said, "There's no question it cost us a lot of box office that major circuits wouldn't play the film." He added, "It wasn't about consumer rejection."
Reportedly, AMC as one of the major chains that showed the movie and apparently it did good in its given locations. It has been said that, "AMC showings of "Paranormal Activity: The Ghost Dimension" were responsible for 51% of the picture's receipts, despite the fact that the circuit comprised 20% of its overall screens."
Moore then said, "Theatres that had the movie and promoted the movie did exceptionally well."
The executives of Paramount that they can't completely say that the experiment was worth it until they will be able to see the digital results of "Paranormal Activity: The Ghost Dimension."
