https://www.indiewire.com/features/commentary/other-mommy-box-office-viral-marketing-blumhouse-1235221347/
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“The horror powerhouse has spent years building major Hollywood releases around premises that practically advertise themselves.”
“‘The Odyssey’ (2026) ©Universal/Courtesy Everett Collection Placing that preview ahead of “The Odyssey” was especially clever.”
“Audiences haven’t been much kinder.”
“That same victory lap for Chastain’s twisty antagonist seems unlikely, and under the exceptionally divisive circumstances, even reaching for it risks looking smug.”
“Powered by WordPress.com VIP Box Office ‘Other Mommy’ Scared Up $27.5 Million with Marketing Better Than the Movie.”
“Unlike the increasingly complicated supernatural mythology of Savage’s completed project, “Other Mommy” publicity needed almost no explanation to work.”
“The result was a remarkably strong second-weekend hold, slipping just 40 percent to $18.3 million.”
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“And Nolan’s epic had some spectacular monsters of its own.”
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“With another $17.7 million overseas, the Blumhouse-Atomic Monster production has earned $45.2 million worldwide.”
“And while the finished film does have its defenders, “Other Mommy” hasn’t inspired nearly as much enthusiasm as its promotion did.”
“Crucially, “M3GAN” also had critics on its side, earning a 93 percent approval rating on Rotten Tomatoes.”
“The studio didn’t stop at one viral scare, either.”
“The first preview opens with an innocent domestic exchange between a mother and daughter that abruptly transforms into something strikingly disturbing.”
“And Blumhouse certainly knows the difference between a scary movie and a so-called “scary” movie.”
“Unlike “Night Swim” and “Imaginary,” the original “M3GAN” largely delivered on the ridiculous fun that was promised by its trailer.”
“Press screenings were scheduled unusually close to release (IndieWire didn’t screen the film until Thursday night, less than 24 hours before the movie opened nationwide), leaving little opportunity for reviews to influence the social conversation before audiences started buying tickets.”
“It got a miserable D+ CinemaScore over the weekend, too.”
“By Alison Foreman Plus icon Alison Foreman More stories by Alison ‘Other Mommy’ Review: Jessica Chastain’s Acting Personas Collide in Freaky Dreamcore Horror Read more Are There Too Many Horror Movies?”
“Unlike some literary adaptations, the film also didn’t require audiences to know much of anything about Malerman’s source novel or Savage’s previous work as a horror director.”
“The resulting reactions became their own publicity machine, which translated into both headlines covering audience reactions and measurable “Other Mommy” interest.”
“Next weekend should offer a clearer picture of whether Universal has created another enduring genre attraction or simply convinced millions of people to show up for an exceptionally good commercial.”