Led by ‘The Curse of La Llorona,’ This Easter Box Office is the Worst In a Quarter Century

IndieWire | 4/21/2019 | Staff
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With total grosses this weekend around $110 million, “Avengers: Endgame” can’t come soon enough. In attendance, it’s the worst Easter weekend since at least 1994 — a period when the North American population was 20% less than what it is today.

It also marks the 13th weekend out of 16 so far in 2019 in which results lagged below the preceding year. This one is particularly grim because this 12% drop compares to a date one week post Easter. The actual 2018 Easter weekend grossed $140 million, which would represent a 21% drop. Best not to think about it.

Results - Curse - La - Llorona - Horror

That makes the results for “The Curse of La Llorona” stand out more. Budgeted at $9 million, this horror film (tangentially related to the “Conjuring” franchise) opened over $25 million. Easter weekend typically is a strong draw for Latino audiences, and they made up about half of the ticket buyers for this Mexican-folklore story. This is a core group that continues to be underserved by studios, and these results show the benefit of projects that target the audience while maintaining wider appeal.

Critics Call 'The Conjuring' Spinoff 'La Llorona' 'Anemic' and 'Timid'



Faith-based audiences are another niche that continues to show theatrical support. Obviously Easter made sense for “Breakthrough,” (20th Century Fox; this is the first weekend in which its grosses arrived with those of its Disney parent). Based on “Breakthrough: The Miraculous True Story of a Mother’s Faith and Her Child’s Resurrection,” in which Joyce Smith wrote about the near drowning of her...
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