Why? Because you didn’t book any wide releases over Labor Day weekend! Distribution often preaches that movies are a 52-weekend business per year, and for the second time since 2017, the Labor Day stretch is an exception to that rule.
The truth of the matter is that we’re in this situation because no one wanted to play into New Line’s It: Chapter Two next weekend. That sequel is expected to suck all the air out of the post-Labor Day frame with a $90M-$110M opening. The majors sat on the sidelines over Labor Day two years ago for the same reason: New Line’s It, which went on to be September’s best opening of all-time ($123.4M). Still, adult audiences have continually shown