It had good reviews and festival buzz. It had an aggressive marketing campaign from distributor Lionsgate. It was predicted as a box office smash, but 'You're Next' didn't even crack the Top 5 and scared up just $7 million on its August 24th opening weekend.
We gave the movie a 4 star review (click here to read), and everyone who attended the August 12th sneak preview at the Alamo Drafthouse seemed to enjoy it.
So what went wrong? Here are a few scenarios:
- Bad Marketing: 'You're Next' was marketed in an aggressive unorthodox fashion, none of which gave a sense of the story. This scattershot approach likely hurt the film the most.
Most trailers showed the masked killers, but little else, which could give a negative copycat vibe, i.e. 'This is a Stranger's rip-off.' This was a view this reviewer shared until viewing the film, so it's not out of the realm of possibility.
- 'The Purge'
Earlier this summer 'The Purge' was released to big box office. On the surface both films look similar with the masked killer concept. Given the overwhelmingly negative reviews and poor cinema scores, it's possible horror fans wanted to purge any chance of a repeat disappointment.
- Audiences didn't get it, hence the poor B- cinema score.
Film director Billy Wilder once said this about movie audiences; 'Individually, they're idiots. Collectively, they're a genius.'
Not always. Sometimes the material doesn't connect with moviegoer's who can't get behind the concept and their own expectations. Movies like 'Blade Runner' and John Carpenter's 'The Thing' met a similar fate upon their release, only to get reappraised later.
'You're Next' isn't as lofty as either aforementioned movie. But it deserves a bigger audience then it received last weekend.
But don't feel too sorry for all involved. Expect 'You're Next' to likely do well upon release on Blu-ray, cable and Netflix. It'll eventually find its audience and make back it's modest budget.
So those are some possible theories on why 'You're Next' flopped. What do you think was the cause? Did you see the film? Did you like it? Tell us in the comments section.