Don’t Breathe by Sony Pictures Entertainment continues its dream run at the Global Box Office retaining its No. 1 position at the US Box Office for the second straight weekend.
Directed by Fede Alvarez who helmed Evil Dead as well, Don’t Breathe became the first film in its genre (Horror/Thriller) to dwarf its Friday collections on Monday by over 120% at the Indian Box Office. Made on a shoestring budget of under 10 million USD, the movie has notched up over 55 million USD at the US Box Office and has grossed 6 Cr in India, through its release till date, capitalizing heavily on the weekend. All this can be attributed to the film’s rave reviews coupled with a very strong word of mouth conversations of film’s thrilling content.
The film’s innovative marketing strategy contributes immensely to its opening. SPE India created a unique dark room experience akin to the film set influencers an immersive experience. The activity not only created a strong impact but also helped garner conversations around the film, motivating people to experience this thriller in cinemas. Don’t Breathe was supported by a strong 360-degree marketing campaign spreading across television, digital, outdoor and publicity.
Vivek Krishnani, Managing Director – SPE Films India Pvt. Ltd, India commented on the opening saying, “We are delighted with the performance of this chiller thriller which has won immense acclaim from both critics and audience alike. I am glad that this genre is finding favor with Indian audiences and our film with great story telling and the edge of the seat thrills is driving the genre lovers into theaters. This validates the fact that quality content always works with the audience, regardless of its scale”.