Even though movie theaters are shuttered nationwide due to the COVID-19 pandemic, a little indie horror film called THE WRETCHED is making a name for itself at the box office despite the odds against it.
As of this writing, THE WRETCHED is getting closer and closer to the milestone of topping the box office charts for the fifth weekend in a row. This is a very rare feat and hasn't been accomplished since BLACK PANTHER made its debut in 2018. The milestone comes with a caveat but even with this asterisk, the indie film should be applauded for its feats. THE WRETCHED is one of the ONLY movies on the box office charts right now. Also of note is that major studios aren't reporting box office numbers but some outlets such as "Deadline" say movies like TROLLS WORLD TOUR or THE INVISIBLE MAN are performing better at the theaters that are open but since their numbers aren't being officially reported, THE WRETCHED gets to claim the bragging rights.
It's a sparse field out there but the strategy that IFC Films has implemented for the release is getting them the headlines necessary to turn THE WRETCHED into a bit of a slow burn hit when it normally might've gotten lost in PVOD obscurity to only be loved by hardcore horror fans. Hollywood studios have delayed, shifted, or scrapped their plans to debut major movies in the wake of COVID-19 but IFC Films has decided to keep release dates and continue rolling out films as scheduled. This puts the company in the position to be pretty much the only game in town.
The biggest reason for THE WRETCHED'S success has been the resurgence of drive-in theaters which have been able to safely remain open during the coronavirus outbreak. Horror used to thrive at the drive-in so it's fitting that THE WRETCHED is thriving via this relic of the past as drive-ins could become a more prominent new normal moving forward in terms of going to the movies.
Since March, IFC Films has released a handful of new movies besides THE WRETCHED and they include THE TRIP TO GREECE, SWALLOW, and HOW TO BUILD A GIRL. The company is also digging into the archives for double features but re-releasing past hits like SLEEPING WITH OTHER PEOPLE and RUST CREEK. The movies released by the company typically cost less to make than big studio films so the financial risk is lower which means they can keep the content coming. So far, the titles mentioned have grossed over $750,000 from less than a dozen season drive-ins and the bulk of that is from THE WRETCHED, which has earned $660,000 to date. I haven't found official budget information for the film but those involved say the movie was made for virtually nothing and it's bound to become the studio's biggest earner of the year. The film has also been available to rent at home during its theatrical release which means it's pulling in money from all angles.
This is a wonderful success story in an uncertain box office climate where most are worried if big-budget releases like TENET or MULAN will keep their upcoming July release dates. The success of THE WRETCHED and the release strategy of IFC Films in general during this time deserves its own moment to shine as a bright spot during a truly crazy time in the industry.
Have YOU been able to check out THE WRETCHED?