The summer box office has taken another unexpected turn as smaller films continue to outperform major studio releases, raising new concerns about the future of big-budget franchises. Industry watchers say the latest data shows a clear shift in audience behavior, with lower-cost horror films pulling ahead of established brands. Disney’s The Mandalorian and Grogu has struggled to keep pace with Backrooms and Obsession, two horror titles produced at a fraction of the cost. Both films have held strong positions in recent days, signaling that audiences may be turning away from expensive franchise entries in favor of original concepts.
That trend looks like it’s going to continue as Masters of the Universe enters wide release this weekend. Early numbers reported by Cosmic Book News show the film ranking third on Wednesday, even with special early-access screenings designed to boost turnout. Amazon MGM and Mattel’s $170 million reboot pulled in an estimated $4 million in Thursday night previews while Paramount and Miramax’s Scary Movie revival, also opening this weekend, nearly doubled that with a $7.5 million preview haul, landing near Scream 7 territory.
Amazon MGM Studios used a strategy similar to its rollout for Project Hail Mary, offering fans early screenings ahead of standard Thursday previews. Despite that push, the film did not break into the top two for the day. Analysts say midweek numbers can be uneven, but falling behind during a promotional window is not an ideal signal.
Variety forecasts the film’s opening weekend between $33 million and $40 million. That range puts pressure on a production budget reported at $170 million. A debut at the higher end would still leave a steep climb toward profitability, especially in a market where marketing costs and theater splits cut into returns. In preview showings, the film trailed both Backrooms and Obsession, raising questions about its opening weekend strength.
The financial stakes highlight a broader issue in Hollywood. Studios continue to invest heavily in franchise films tied to existing brands, but audience turnout has not kept pace with rising costs. Many moviegoers now face a crowded slate of interconnected stories that demand repeat trips to theaters, which may be driving fatigue.
Masters of the Universe carries decades of brand recognition as the second live-action adaptation of the Mattel property, following a 1983 television series and a 1987 film starring Dolph Lundgren. Director Travis Knight, known for Bumblebee, brings experience with reviving legacy toy franchises, and early reviews have been largely positive.
The film currently holds a 76 percent “Certified Fresh” rating on Rotten Tomatoes, with critics pointing to its themes and Jared Leto’s performance as Skeletor as highlights. Still, positive reviews have not guaranteed box office success in the current climate.
As independent horror films continue to draw audiences, the performance of Masters of the Universe could become a key test for whether traditional blockbuster strategies can still deliver. For now, early indicators suggest that even well-known brands are not immune to shifting consumer tastes.
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