‘The Bone Temple’ Targets $20M+ MLK Opening, Leading Box Office

In the upcoming Martin Luther King Jr. holiday weekend, Sony’s film “28 Years Later: The Bone Temple” is projected to achieve an impressive opening of over $20 million across 3,400 theaters in North America. This release aims to dethrone “Avatar: Fire and Ash,” which is expected to generate between $18 million and $19 million during the same period.

The Bone Temple Previews and Audience Reception

Previews for “Bone Temple” will commence at 2 p.m. on Thursday in 2,900 locations. Early tracking shows strong interest, particularly among men over 25. The film’s potential opening performance is comparable to successful horror films like “Evil Dead Rise,” which debuted to $24.5 million in 2023, and “Nosferatu,” which recorded $21.6 million in its three-day opening in 2024.

“Bone Temple” has a production budget of $63 million and follows the recent success of “28 Years Later,” which earned a domestic total of $70.4 million and a global tally of $151.3 million last summer. The franchise has gained traction since its origins in 2002 and has collectively amassed around $300 million worldwide.

Worldwide Release and Competition

The film will also premiere internationally, launching on Wednesday in the UK, France, Belgium, and Indonesia, followed by additional releases in Australia, Brazil, Germany, and other countries on Thursday. Japan, Poland, and Spain will see the film on Friday. Notably, “The Bone Temple” is the only major studio release for the MLK weekend, a time which previously saw higher competition from studios.

Audience Targeting

• Men over 25 show strong interest in “Bone Temple.”
• Women under 25 also rank as a significant demographic.
• Previous horror films in the franchise achieved high attendance from similar audiences.

The marketing strategy appears effective, as early fan screenings were well-received in major cities. The film has no critics’ scores on Rotten Tomatoes at the moment, but the last installment in the series received favorable ratings from critics and a mixed audience response.

Comparative Performance

Historically, MLK weekend is known for strong box office performances. In 2023, “Avatar: The Way of Water” led with nearly $40 million during its fifth weekend. This suggests that “Bone Temple” will need to leverage its unique positioning to attract audiences.

In addition to its competition, focus features like “Hamnet,” which recently expanded into more theaters following Golden Globe wins, and “Dead Man’s Wire,” will also compete for attention in the current box office landscape.

Overall, “28 Years Later: The Bone Temple” is set to make a significant impact over the MLK weekend, with projections indicating strong audience turnout and a promising box office performance.