"Smile," a new low-budget horror movie from Paramount, has topped the US box office for the second weekend in a row.
On Wednesday, Paramount said it had hit $102 million worldwide.
It cost $17 million to make and earned six times more than its budget.
The movie shows the power of horror in theaters. It has been one of the most reliable genres at the box office. At a time when theaters are facing a dire lack of new movie releases, it's necessary.
20th Century's "Barbarian" has held its own at the box office since it opened last month. It was made for $10 million and has made $38 million.
Robbins is expecting "Halloween ends" to make over 50 million dollars in its debut.
Shawn Robbins, the chief analyst at Box Office Pro, said that "these types of films are an integral part of the industry ecoosphere, and that's never been more clear than it is right now."
1 at the US box office in its first weekend with over $22 million, and again this weekend with over $17 million, down 22% from its debut.
The movie is on track to reach at least 10 times its budget at the global box office according to Gitesh.
The movie has beaten expectations because of its horror roots. Paramount did an engaging marketing campaign that included placing actors at baseball games that made them smile for a lot of the games.
As of Thursday, the movie "#smilemovie" had more than 400 million views.
"Paramount's execution in marketing the film is determined by its ability to go viral and inspire word of mouth that's spread like wildfire over the past few weeks."
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