M3GAN 2.0’s Box Office Fumble: Sequel Suffers
The psycho-doll’s return fails to charm audiences, despite a massive promotional push.
Following the 2023 success of the original, which earned $180 million globally, the sequel, *M3GAN 2.0*, was highly anticipated. However, the new film had a disappointing debut, raising questions about the future of the franchise.
A Dismal Debut
The horror sequel, produced by **Blumhouse** and **Atomic Monster**, opened with a mere $10.2 million domestically, totaling $17 million worldwide. This was a substantial drop from the initial film’s $30.4 million U.S./Canada opening. Early projections had suggested a potential for a $30 million debut, but the reality was far less promising.
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“The results are thoroughly middling — not funny enough to qualify as comedy, not exciting enough to qualify as action, not smart enough to qualify as a cautionary tale, and certainly not weird enough to keep the M3gan ethos alive,”
—Bilge Ebiri, Film Critic, *New York Magazine*
The movie’s marketing included collaborations with influencers and social media campaigns on platforms like TikTok and Roblox. Despite these efforts, *M3GAN 2.0* saw a 66% decrease compared to its predecessor’s opening weekend. In 2023, horror films saw over $1 billion in revenue from theatrical releases (The Numbers 2023).
Marketing Blitz and Missed Opportunities
The advertising campaign for *M3GAN 2.0* was extensive, leveraging social media, high-profile events like the Grammys and Super Bowl, and even partnerships with a WNBA star, Kelsey Plum. The studio aimed to capitalize on the first film’s appeal to a younger, female demographic.
The trailer leaned into the film’s campy aspects, using ironic music choices and highlighting the doll’s sassy persona. Although the studio invested heavily in marketing, it did not translate into a similar box office success.
Sequel Setbacks and Comparisons
Sequels to original horror films often face challenges. The original *M3GAN* benefited from its fresh concept and viral appeal. However, some critics noted that the sequel’s graphics appeared worse, and the story was less compelling.
Several horror sequels have failed at the box office. *Book of Shadows: Blair Witch 2*, *Amityville II: The Possession*, and *The Exorcist: The Heretic* all saw significant drops in revenue compared to their predecessors. *M3GAN 2.0* now joins this list of disappointing sequels.
Future Prospects
Blumhouse has a few more films in development, including *Black Phone 2* and *Five at Freddy’s 2*, while **Atomic Monster** is working on *Mortal Kombat 2* and *The Conjuring: Last Rites*. The success of *Soulm8te*, another A.I. horror movie in the *M3gan* universe, will also be important. Ultimately, the underwhelming performance of *M3GAN 2.0* highlights the challenges of replicating the success of a viral horror hit.
