‘Glass’ Breaking Around $4M In Thursday Night Previews: Box Office

EXCLUSIVE: Universal/BVI/Blumhouse’s thriller Glass is looking at between $3.5M-$4M in early Thursday night previews per Deadline sources. As we always say, these figures can fluctuate by tomorrow morning.

Should Glass stay solid, it will rep the best preview night ever for Oscar-nominated Sixth Sense director M. Night Shyamalan, beating his previous $3M high with The Last Airbender (from 10pm and midnight shows in 2010) and Split‘s $2M from Jan. 19, 2017. Fandango had advance ticket sales for Glass well ahead of Split which posted an opening day of $14.6M (previews repped 14% of that figure), and three-day of $40M. There’s an outside chance Glass hits $5M by end of tonight, in which case the PG-13 film is just under The Nun‘s $5.4M Thursday night which yielded a $22M Friday (previews repped 25%) and a three-day of $53.8M. Four-day here for Glass could be in the $50M vicinity.

Four-day projections recently ranged from $57M-$63M with some betting $70M. Glass carries a production cost in the low $20M range, completely financed by Shyamalan. Glass was a negative pick-up by Universal with BVI taking overseas rights since they originally released Unbreakable over the Thanksgiving frame in 2000. Glass’ tracking heading into the weekend indicated a strong interest across all demographics, particularly males between the ages of 17-34.

Reason why we bring up The Nun here, even though it was R-rated, is because both Glass and that Conjuring universe title registered low Rotten Tomatoes scores respectively with 35% and 26%. In the last three years, a bulk of horror films’ ticket sales were bolstered by great RT scores, however, The Nun proved that a great brand can still drive business, and buck any critical shortfall. Split surprised many when it opened; projections were in the low-to-mid $20M (off a 76% certified fresh score), and Unbreakable is a Shyamalan cult movie that counts a slew of fans.

In Glass, James McAvoy reprises his Split role as Kevin Wendell Crumb, a man who suffers from an extreme case of Dissociative Identity Disorder, with 23 personalities. He becomes imprisoned at a mental hospital with Samuel L. Jackson’s evil, brittle-boned Mr. Glass and Bruce Willis’ good guy strong man David Dunn, and they have to fight their way out.

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