A Surprising Hit: M3GAN 2.0’s Box Office Struggles
Following its unexpected success at the 2023 winter box office, where it earned $180 million globally on a $12 million budget—largely due to a viral TikTok dance meme—Blumhouse and Atomic Monster wasted no time in producing a sequel to M3GAN.
The Return of the Psycho Doll
The psycho-doll is back, this time with a more human touch, even engaging in social media spats with Chucky, appealing particularly to young women (53% female, 44% under 25). Amid a cold post-Christmas market, M3GAN captivated audiences effectively.
Disappointing Opening for M3GAN 2.0
However, interest diminished for the sequel, as M3GAN 2.0 debuted with a disappointing $10.2 million ($17 million worldwide). This marked a -66% drop compared to the original’s $30.4 million opening in the U.S. and Canada.
Tracking Expectations vs. Reality
Just three weeks prior to its release, projections had suggested that M3GAN 2.0 could compete with Apple Original Films’ Brad Pitt racing film, F1, each predicted to open over $30 million. This turned out to be overly optimistic, with actual interest in M3GAN 2.0 being lower than anticipated.
Mixed Reviews and Reception
Critics noted that viewer ratings improved from the first film, but the initial low box office numbers were hard to recover from. The sequel received a significantly lower Rotten Tomatoes score of 57%, in stark contrast to the original’s 93% certified fresh rating.
Marketing Strategies and Audience Engagement
Universal ramped up marketing, capitalizing on M3GAN’s campy essence with bizarre humor and targeted campaigns for LGBTQ+ audiences. They used appearances at significant events and enlisted influencers to create buzz, but all efforts fell short in drawing moviegoers back for a second round.
The Notable Decline of Horror Sequels
It’s rare for a horror sequel to flounder after a hit debut. By comparison, past horror sequels like the 2000’s Book of Shadows: Blair Witch 2 and the 1982 Amityville II: The Possession faced similar fates, grossing significantly lower than their predecessors. As Blumhouse experiences a rough patch with The Woman in The Yard and others, the question remains about M3GAN 2.0‘s profitability while they anticipate more favorable results with upcoming releases.
