Samwise Film & TV Marketing Newsletter
Tuesday, May 19, 2026
Obsession Breaks Out With $17.2M Debut as Michael Returns to No. 1
Focus Features and Blumhouse’s TIFF acquisition Obsession stunned projections with a $17.2 million opening weekend—the best-ever domestic debut for a film acquired at a festival for $15 million or more. YouTube filmmaker Curry Barker’s feature debut, a romance-horror hybrid starring Inde Navarrette, earned a rare A− CinemaScore typically reserved for non-horror releases, while PLFs accounted for nearly 40% of ticket sales. Meanwhile, Lionsgate’s Michael returned to No. 1 in its fourth weekend with $26.1 million, a −31% hold demonstrating strong audience loyalty. The Devil Wears Prada 2 held second place with $17.8 million in its third frame.
Disney’s Mandalorian Fan Surprise Stunt Ignites Authenticity Debate Ahead of Star Wars Return
With The Mandalorian and Grogu opening May 22, Disney’s viral stunt featuring Pedro Pascal costumed as his character and surprising fans at Disneyland has sparked a fierce authenticity debate. What the studio framed on Instagram as a spontaneous “surprise of a lifetime” turned out to involve a curated group of Star Wars bloggers, influencers, and fan creators—not random tourists—though a source told The Hollywood Reporter their reactions were genuine. Critics called the incident evidence of “a growing problem for Disney: Audiences no longer trust the company’s marketing.” Disney never explicitly claimed the group was unvetted, and several influencers later posted transparent firsthand accounts.
Sources: The Hollywood Reporter
How Lionsgate’s Year-Long Event Marketing Strategy Built Michael Into a Box Office Phenomenon
The return of Michael to No. 1 this weekend has renewed attention on Lionsgate’s marketing campaign, which launched more than a year before the film’s release. The studio leaned into the biopic’s concert performances and music video recreations, deliberately framing the release as a must-see theatrical event—a strategy analysts compare to Barbie and Wicked. “They wanted the marketing campaign to feel like an event, that way the movie will feel like an event,” Variety’s Rebecca Rubin observed on the Daily Variety podcast. The film’s cumulative domestic total now stands at an estimated $282 million after four weekends.
Sources: Variety
Paramount+ Unveils ‘The Madison Way’ Emmy FYC Campaign With Farmer’s Markets and Fly Fishing
Paramount+ has launched “The Madison Way: A Season of Connection,” an Emmy FYC campaign for drama The Madison that kicks off May 29 with an ambitious series of experiential activations. Rather than traditional screenings or panels, the push offers Emmy voters fly fishing lessons at the Pasadena Casting Club, curated farm-to-table dinners by chef Mason Hernandez of Farm Dinner Los Angeles, and appearances at nine farmer’s markets across Los Angeles through June 7. The strategy mirrors the show’s themes of community and nature. Nominations voting opens June 11 and closes June 22, with Emmy nominations announced July 10.
Sources: Variety
Amazon Brings Immersive Fallout Season 2 FYC Experience to Westfield Century City
Amazon MGM Studios has installed an immersive Fallout Season 2 FYC activation at Westfield Century City in Los Angeles, featuring authentic costumes, props, and behind-the-scenes imagery from the series. A centerpiece interactive photo experience lets visitors transform themselves into Justin Theroux’s character Mr. House, described as one of Fallout’s most iconic figures. The experience also showcases sketches from costume designer Dayna Pink and production designer Howard Cummings. The push comes as Emmy nominations voting opens June 11, with peak FYC competition intensifying this week across multiple Los Angeles activations from competing streamers.
Sources: Variety
Box Office — Currently in Theatres (Weekend of May 15–17, 2026)
| # | Title | Release Date | Weekend | Cumulative |
|---|---|---|---|---|
| 1 | Michael | Apr 24 | $26.1M | $282.8M |
| 2 | The Devil Wears Prada 2 | May 1 | $17.9M | $175.7M |
| 3 | Obsession | May 15 | $17.2M | $17.2M |
| 4 | Mortal Kombat II | May 8 | $13.4M | $62.2M |
| 5 | The Sheep Detectives | May 8 | $9.6M | $29.9M |
| 6 | The Super Mario Galaxy Movie | Apr 3 | $4.5M | $418.7M |
| 7 | Project Hail Mary | Mar 20 | $4.0M | $335.0M |
| 8 | Top Gun / Top Gun: Maverick (Re-release) | May 15 | $3.3M | $5.0M |
| 9 | In the Grey | May 15 | $2.9M | $2.9M |
| 10 | Is God Is | May 15 | $2.2M | $2.2M |
| 11 | Hokum | May 1 | $1.3M | $15.5M |
| 12 | Shrek (25th Anniversary) | May 15 | $1.2M | $1.2M |
| 13 | Billie Eilish: Hit Me Hard and Soft | May 8 | $0.9M | $9.4M |
| 14 | Mobile Suit Gundam Hathaway: Nymph Circe | May 15 | $0.8M | $0.8M |
| 15 | The Wizard of the Kremlin | May 15 | $0.5M | $0.5M |
| 16 | Lee Cronin’s The Mummy | Apr 11 | $0.2M | $29.1M |
| 17 | Deep Water | May 1 | $0.2M | $4.2M |
| 18 | Animal Farm | May 1 | $0.1M | $5.4M |
| 19 | The Drama | Mar 27 | $0.1M | $48.0M |
| 20 | Blue Heron | Apr 17 | $0.1M | $0.4M |
Source: Box Office Mojo · Weekend estimates · May 15–17, 2026
Curated by JD · samwise.agency
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