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They say the best revenge is success, and in the case of “Sinners,” the vampire flick seems to be out for blood from every doubter who didn’t think it could prevail at the box office.
By doubters, I mean the trade publications that gave Ryan Coogler’s Southern horror juggernaut a modest estimate for its first weekend in theaters. Even after touting a dual performance from A-lister Michael B. Jordan, an all-star ensemble cast, IMAX camera work and a wholly original film concept from in-demand director Coogler, the trades and some tracking services still projected that the R-rated movie would, at most, garner $40 to $50 million for its Easter weekend opening.
“Sinners” quickly surpassed expectations, with Monday reports noting its impressive $63 million global box office debut as an “unexpected upset” for the predicted front-runner, “A Minecraft Movie.” Much of that success was due to a near-perfect Rotten Tomatoes score and a fervent word-of-mouth campaign from audiences that continues to explode online — from fan theories and detailed scene breakdowns to full-blown dissertations praising every cultural nuance embedded in the film. Fueling the momentum further was Coogler’s passionate viral breakdown of the various big-screen formats to experience “Sinners” in, which inspired many more to snag tickets.
These factors alone gave “Sinners” its blockbuster potential, now a proven reality. Despite that, some publications still underestimated the movie’s ability to recoup its $90 million budget from Warner Bros. The New York Times published an article titled “‘Sinners’ Is a Box Office Success (With a Big Asterisk),” while Variety noted that the film’s profitability “remains a question mark.”
The latter’s report caught major flak from users on social media:
Stars like Ben Stiller and Patrick Schwarzenegger even took to the platform to criticize the harsh framing of the studio original.
The skepticism from film media isn’t surprising, though. In an industry where Black cinema is often undervalued or misunderstood (or both), doubts about box office success are all too common. But “Sinners” is an example of why that shouldn’t be the case.
Courtesy of Warner Bros. Pictures
Case in point: “Sinners” is already expected to have another successful weekend at the box office, with projections of $25 to $30 million that could meet its $90 million price tag. Those additional ticket sales could not only bolster the movie’s financial standing but cement it as the biggest cinematic phenomenon of the year, which is seemingly more than Coogler expected, according to an open letter he addressed to those who have supported the film.
“Eternal gratitude. My heart is bursting with it,” it reads. “I want to thank each and every one of you who bought a ticket to see Sinners. Who decided to drive to see the film in different formats. Who bought popcorn and a drink, booked a sitter and carpooled, and stood in the lobby afterward and talked and made a friend. Who changed their work schedules. Who saw the film in groups.”
The writer-director continued: “I believe in cinema. I believe in the theatrical experience. I believe it is a necessary pillar of society. It’s why me and so many of my colleagues have dedicated our lives to the craft. We don’t get to do what we do if you don’t show up … To see your response to the film has invigorated me and many others who believe in this art form.”
“Sinners” is thriving despite expectations and critiques. That’s probably, in part, because deeply layered storytelling and theatrical experiences remain a draw for moviegoers, even in the post-pandemic film era where streaming has taken over. But the conversation surrounding “Sinners” isn’t just about beating box office numbers — it’s bigger than that.
The film’s meteoric rise is proof that huge franchises, remakes and reboots aren’t the only way to pack out theaters. There are opportunities for fresh ideas, too. At least, that’s the hope if “Sinners” can kick off an industry ripple effect. Audiences sure seem ready for that. But will Hollywood studios listen?
If any lesson, or rather a reminder, is to be taken from the success of “Sinners,” it’s to stop counting out Black stories. You’d be surprised by how many people show up and show out for them.
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