In the case of the third installment, it’s counter-programming once again as “The Nun II” is also opening on the same day. The movie is the latest chapter in Warner Bros.’ The Conjuring Universe – a multi-billion-dollar franchise that is right next to bulletproof, with horror serving as the most reliable genre at the box office since the pandemic began. No question, “MBFGW3” is gonna have to settle for second place at best. But if the film has legs, that shouldn’t be a problem. If it falls off a cliff in its second weekend? We might have a problem.
The weeks that follow bring other big movies such as “A Haunting in Venice,” “Expend4bles,” “Dumb Money,” “Saw X,” and “The Creator,” among others. The key is that “Greek Wedding” is very much catering to a different audience. With “Barbie” finally running out of steam, this could be the movie that fills that void for female-skewing audiences, if all goes well. In which case, it could quietly make its money week-to-week even as these other movies arrive, much like the original did.
One of the bigger problems right now is audience awareness. With the Screen Actors Guild and Writers Guild of America both striking (with no end in sight), the cast cannot promote the film. This lack of promotion has already hurt recent releases financially, and that is going to continue to be the case. Press tours are an effective way to get a movie like this on the average person’s radar. Without that, this movie may suffer. Luckily, these movies aren’t terribly expensive. The sequel was made for $18 million. If this one carries a similar budget, it’ll eventually make its money back on VOD. But rounding out the trilogy with another theatrical hit would undoubtedly have a nicer ring to it.
“My Big Fat Greek Wedding 3” is set to hit theaters on September 8, 2023.
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