Samwise Film & TV Marketing Newsletter
Thursday, April 23, 2026
DC Studios Releases First Public Trailer for Body Horror Film Clayface
Warner Bros. and DC Studios released the first public Clayface teaser on April 22, one week after exhibitor-only footage debuted at CinemaCon. Directed by James Watkins, the film follows Matt Hagen, played by Welsh actor Tom Rhys Harries, a struggling actor whose face is disfigured in a knife attack; he then undergoes a covert experimental procedure that turns his body into malleable, shape-shifting clay. The deliberately restrained, body-horror-coded trailer signals a sharp stylistic departure from conventional superhero marketing. Clayface opens October 23 and is positioned as counter-programming against the season’s family blockbusters.
Sources: Deadline
Lionsgate’s Michael Jackson Biopic Tracks for Record $65 Million–$70 Million Debut
Lionsgate and Universal Pictures’ co-release Michael, directed by Antoine Fuqua and starring Jaafar Jackson as his uncle, opens April 24 on a domestic tracking trajectory of $65 million to $70 million—which would surpass 2018’s Bohemian Rhapsody ($51 million) as the biggest opening ever for a musical biopic. Internationally, the projection reaches $75 million to $80 million from 82 markets for a potential $140 million to $150 million global debut. Premium large formats drove roughly 55 percent of Project Hail Mary’s ticket sales, and Lionsgate has made PLF placements central to the Michael campaign.
Sources: Deadline
A24’s The Drama Becomes Studio’s Fifth Film to Cross $100 Million Global
A24’s The Drama, directed by Kristoffer Borgli and starring Zendaya and Robert Pattinson, crossed $100 million globally to become only the fifth A24 title to reach that threshold in the studio’s 13-year history. The $28 million production outpaced Zendaya’s own Challengers, which ended its worldwide run at $96.1 million. A24 attributed the milestone to a marketing strategy built around Zendaya’s concentrated 2026 cultural presence—the Dune: Part Three trailer debut and the imminent Euphoria Season 3 premiere. Women accounted for 60 percent of the audience, with 80 percent under age 35.
Sources: Deadline
Super Mario Galaxy Movie Leads Third Weekend; Lee Cronin’s The Mummy Opens Soft at No. 3
The Super Mario Galaxy Movie topped the domestic chart for a third consecutive weekend with $36.5 million from 4,284 theaters, lifting its cumulative domestic total to $356.7 million and its worldwide gross past $629 million. Warner Bros.’ Lee Cronin’s The Mummy debuted at No. 3 with $13.5 million from 3,304 locations—softer than tracking had projected. Amazon MGM’s Project Hail Mary held strong at No. 2 with $20.5 million, now past $285 million domestic. A24’s The Drama posted $4.8 million in its third frame, bringing its domestic cumulative to $39.7 million.
Sources: Deadline
Netflix Pairs AMC Theatrical Preview with Global Launch for Stranger Things Animated Spinoff
Netflix launched Stranger Things: Tales From ’85 globally on April 23 with a hybrid strategy that included a one-day theatrical preview at 34 AMC Theatres locations across 20 states, five days before the streaming debut. The 10-episode animated spinoff, set in Hawkins during the winter of 1985 between Seasons 2 and 3 of the flagship series, was executive produced by the Duffer Brothers and showrun by Eric Robles. The theatrical component built on Netflix’s December 2025 Stranger Things finale event, which earned more than $25 million domestically, signaling the streamer’s growing confidence in theatrical event marketing for franchise IP.
Sources: Variety
Studio Chiefs Detail Platform Integration Strategies at Variety’s 2026 Entertainment Marketing Summit
Variety’s 2026 Entertainment Marketing Summit, held April 22 in Los Angeles, convened top film and television marketing executives to examine how studios are breaking through fragmented media landscapes. Pam Abdy, co-chair of Warner Bros. Motion Picture Group, cited two 2025 campaigns as case studies: selling Sinners tickets via a Fortnite gaming activation and promoting Wuthering Heights through a Pinterest collaboration. Supermodel Ashley Graham revealed she has a cameo in The Devil Wears Prada 2, arriving May 1, while Tina Knowles discussed the Cécred brand’s marketing strategy with Beyoncé and Parkwood Entertainment.
Sources: Variety
Box Office — Currently in Theatres
| # | Title | Release Date | Weekend | Cumulative |
|---|---|---|---|---|
| 1 | The Super Mario Galaxy Movie | Apr 3 | $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 | $1.0M | $1.0M |
| 11 | A Great Awakening | Apr 3 | $0.8M | $6.6M |
| 12 | Exit 8 | Apr 10 | $0.7M | $2.9M |
| 13 | The Christophers | Apr 10 | $0.6M | $0.7M |
| 14 | Reminders of Him | Mar 13 | $0.5M | $48.2M |
| 15 | Ready or Not 2: Here I Come | Mar 20 | $0.3M | $22.7M |
| 16 | Dhurandhar: The Revenge | Mar 20 | $0.3M | $28.0M |
| 17 | Faces of Death | Apr 10 | $0.3M | $2.4M |
| 18 | Lorne | Apr 17 | $0.3M | $0.3M |
| 19 | Mile End Kicks | Apr 17 | $0.3M | $0.3M |
| 20 | Scream 7 | Feb 27 | $0.2M | $121.8M |
Source: Box Office Mojo · Weekend estimates (Apr 17–19, 2026)
Curated by JD · samwise.agency