Samwise Film & TV Marketing Newsletter
Friday, April 24, 2026
Michael Opens to Record Music Biopic Previews Ahead of Full Weekend Debut
Michael, Lionsgate’s biopic about Michael Jackson, opened Friday with preview grosses of $12.5 million — the strongest Thursday previews in the history of the music biopic genre. Directed by Antoine Fuqua and starring Jaafar Jackson as his real-life uncle, the film is tracking for a $65 million to $70 million domestic debut from 3,900 North American locations, with some exhibitors projecting closer to $80 million. Globally the film eyes a combined opening of $150 million, distributed domestically by Lionsgate and internationally by Universal Pictures across 82 markets.
Sources: Deadline
Project Hail Mary Campaign Praised as Blueprint for Modern Studio Marketing
Amazon MGM Studios’ marketing campaign for sci-fi adaptation Project Hail Mary is being called a textbook blueprint for modern studio strategy after Ryan Gosling served as a hands-on creative partner throughout the rollout. The campaign blended viral social moments — including a surprise Jeopardy! appearance and fan-driven clips — with genuine alignment between Gosling’s persona and the film’s tone. The result: an $80 million domestic opening that has since grown to $285 million domestically and $573 million globally through five weekends. Gosling appeared personally at CinemaCon to thank theater owners.
Sources: Hollywood Reporter
TikTok Now a Measurable Box Office Driver, New 2026 Industry Data Shows
New 2026 industry data confirms TikTok is now a measurable driver of domestic ticket sales, with 33 percent of moviegoers on the platform reporting the app directly influenced a theater visit. TikTok has launched a “Box Office Lift” badge within its marketing partners program, enabling studios to connect ad exposure to verified ticket purchases. In the U.K., 92 percent of theatrical campaigns that included TikTok saw increased sales. Paramount Pictures has activated this insight with “Secret Screenings,” invite-only creator events designed to drive social conversation before a film’s opening weekend.
Sources: Variety
A24’s Wedding-Coded Campaign for The Drama Ignites Bait-and-Switch Debate
A24’s campaign for The Drama — the Zendaya and Robert Pattinson film that has crossed $100 million globally — is drawing industry scrutiny for marketing a dark thriller as a wedding romantic comedy. The studio deployed bridal imagery throughout the press tour, with Zendaya coordinating looks around “something old, something new, something borrowed, something blue,” and surprising a bride by purchasing her wedding dress. The campaign deliberately concealed the film’s central twist — a school shooting backstory — prompting debate over whether the bait-and-switch approach was a marketing masterclass or a misleading audience promise.
Sources: Variety
Amazon MGM Pledges 15 Theatrical Films Per Year in CinemaCon Commitment
Amazon MGM Studios chief Mike Hopkins used CinemaCon 2026 to announce a firm theatrical commitment: at least 15 films per year released into cinemas going forward. Hopkins described the pledge as “not a test or an experiment,” positioning it as a long-term philosophical and financial stance. The announcement followed Project Hail Mary’s breakout performance and was backed by plans for a new international distribution arm spanning the U.K., France, Germany, Italy, Spain, Mexico, Brazil, and Australia. Hopkins told exhibitors the studio’s theatrical ambitions remain only in “the top half of the first inning.”
Sources: Variety
Lee Cronin’s The Mummy Debuts to $13.5 Million, Trails Strong Competition
Warner Bros.’ horror reboot Lee Cronin’s The Mummy debuted to $13.5 million in its opening weekend, landing third behind entrenched hits The Super Mario Galaxy Movie and Project Hail Mary. Directed by Lee Cronin of Evil Dead Rise fame, the film centers on a family who discover their long-missing daughter, lost in Cairo eight years earlier, has returned transformed into a mummy-like creature. Globally the film earned $34 million, with $20.5 million from 77 international markets. Audience scores outpaced critics on Rotten Tomatoes, with 80 percent audience approval against a 51 percent critics score.
Sources: Deadline
Box Office — Currently in Theatres
| # | Title | Release Date | Weekend | Cumulative |
|---|---|---|---|---|
| 1 | The Super Mario Galaxy Movie | Apr 4 | $36.5M | $356.7M |
| 2 | Project Hail Mary | Mar 20 | $20.5M | $285.2M |
| 3 | Lee Cronin’s The Mummy | Apr 17 | $13.5M | $13.5M |
| 4 | The Drama | Apr 3 | $4.8M | $39.7M |
| 5 | You, Me & Tuscany | Apr 10 | $3.9M | $14.5M |
| 6 | Hoppers | Mar 6 | $3.0M | $161.3M |
| 7 | Normal | Apr 17 | $2.6M | $2.6M |
| 8 | BTS World Tour ‘Arirang’ in Japan | Apr 17 | $1.8M | $1.8M |
| 9 | Busboys | Apr 17 | $1.7M | $1.7M |
| 10 | Bhooth Bangla | Apr 17 | $950K | $950K |
| 11 | A Great Awakening | Mar 27 | $843K | $6.6M |
| 12 | Exit 8 | Apr 10 | $721K | $2.9M |
| 13 | The Christophers | Apr 10 | $610K | $717K |
| 14 | Reminders of Him | Mar 13 | $452K | $48.2M |
| 15 | Ready or Not 2: Here I Come | Mar 20 | $313K | $22.7M |
| 16 | Dhurandhar: The Revenge | Mar 20 | $310K | $28.0M |
| 17 | Faces of Death | Apr 10 | $297K | $2.4M |
| 18 | Lorne | Apr 17 | $271K | $271K |
| 19 | Mile End Kicks | Apr 17 | $264K | $264K |
| 20 | Scream 7 | Feb 27 | $194K | $121.8M |
Source: Box Office Mojo · Weekend estimates — Apr 17–19, 2026
Curated by JD · samwise.agency