Entertainment: 'Superman' Still Soars, 'I Know What You Did Last Summer' Hooks $5.8 Million Opening Day

Why it is the topic trending: Tracking the Actual Opening Day Performance of Key Films

• The article provides the Friday box office earnings for "Superman," "I Know What You Did Last Summer," "Smurfs," and "Eddington," offering a more concrete look at their initial performance compared to earlier projections.

• It details the second Friday earnings for "Superman," indicating its hold in the box office race.

• The opening day numbers for the horror reboot and the animated film provide insights into their potential weekend success (or lack thereof).

• The performance of Ari Aster's latest film, "Eddington," is also highlighted, showing it opening outside the top five.

Overview: 'Superman' Continues Reign as 'I Know What You Did Last Summer' Leads New Releases

The Friday box office results show "Superman" maintaining its top position in its second weekend, earning a strong $16.6 million. Among the new releases, "I Know What You Did Last Summer" took the lead with $5.8 million across Friday and preview screenings, positioning itself for a third-place weekend finish. "Smurfs" opened with $4 million on Friday, aiming for fourth place, while A24's "Eddington" debuted outside the top five with roughly $1.8 million.

Detailed findings: Friday Box Office Results (July 18, 2025)

• Superman: Earned $16.6 million on its second Friday, bringing its domestic total to $194.4 million. This represents a 50% drop from its opening day gross (excluding previews). It is on track for a $235 million domestic total through its first 10 days and has become the eighth-highest grossing North American release of the year, surpassing "Thunderbolts*."

• I Know What You Did Last Summer: Earned $5.8 million across Friday and preview screenings from 3,206 venues.¹ It is eyeing an opening weekend north of $13 million, landing in third place. Reviews lean negative, and it received a C+ CinemaScore.

• Smurfs: Earned $4 million on its opening day (without previews), currently looking at a three-day opening of $12 million in fourth place. Reviews are bad, and it received a B+ CinemaScore.

• Eddington: Took in roughly $1.8 million from 2,111 venues across Friday and preview screenings, opening outside the top five and likely to struggle to meet pre-weekend forecasts. Reviews are mixed, and it received a C+ CinemaScore.

• Jurassic World Rebirth: Earned another $6.5 million on Friday, projecting a 43% drop for its third weekend. Its domestic total should surpass $275 million by Sunday and will soon become the third-highest grossing North American release of the year.

• F1: The Movie: Added $2.8 million on Friday, showing a slim 24% drop from the previous week. It looks to push its domestic total to $154 million through Sunday, rounding out the top five.

Key success factors of product (trend): Initial Performance Indicators

• Superman's Strong Hold: Its ability to maintain strong numbers in its second weekend indicates positive audience reception beyond the initial fanbase.

• Horror's Moderate Opening: "I Know What You Did Last Summer"'s debut aligns with modest projections, suggesting it's not a breakout hit but could still be profitable due to its low budget.

• Animation Disappointment: "Smurfs"' underwhelming opening, despite star power, highlights the importance of positive reviews and audience buzz for animated films.

• Auteur Film Struggles: "Eddington"'s quiet opening suggests that even with a strong cast and director, mixed reviews can impact wider audience appeal.

• Franchise Longevity: "Jurassic World Rebirth"'s continued strong performance showcases the enduring power of established franchises.

Key Takeaway: 'Superman' Holds Strong While New Releases Face Mixed Results on Opening Day

"Superman" continues to dominate the box office in its second week, while the new releases "I Know What You Did Last Summer" and "Smurfs" had modest openings, and "Eddington" struggled to find its audience on Friday.

Main trend: The Weekend Box Office Race: Established Hits vs. New Contenders

The main trend highlighted is the dynamic of the weekend box office where established blockbuster hits compete against a fresh crop of new releases vying for audience attention and ticket sales across various genres.

Description of the trend: Friday Face-Off: Gauging Initial Audience Reactions to New Films

This trend describes the significance of the Friday box office results in indicating the potential success of new movies as they compete against already-performing films. The initial numbers provide a snapshot of audience interest and can often predict how the rest of the weekend will play out, revealing which films are resonating and which are facing an uphill battle.

What is consumer motivation: Deciding Where to Spend Their Entertainment Dollars

• Returning to a Liked Film: Audiences are showing they are willing to go back for "Superman" if they enjoyed it the first weekend.

• Seeking Out New Horror: Horror fans were likely the primary audience for "I Know What You Did Last Summer."

• Family Entertainment Choices: Families may have been considering "Smurfs" for an animated option.

• Following Acclaimed Directors: Fans of Ari Aster might have been drawn to "Eddington."

What is motivation beyond the trend: The Desire for Weekend Entertainment

• Leisure Time Activity: Going to the movies is a popular weekend activity for many.

• Seeking Different Experiences: Audiences choose films based on their preferred genre and the kind of experience they are looking for (action, scares, family fun, etc.).²

Descriptions of consumers: The Friday Moviegoing Audience (July 18, 2025)

• Consumer Summary: The Friday moviegoing audience demonstrated a preference for the established success of "Superman," while showing moderate interest in the horror reboot "I Know What You Did Last Summer." The animated "Smurfs" struggled to attract a large opening day crowd, and the art-house film "Eddington" also faced a muted initial response.

• Who are them: A mix of audiences interested in superhero films, horror, animation, and art-house cinema.

• What kind of products they like: Films spanning various genres, depending on individual preferences.

• What is their age?: Ranges across demographics.

• What is their gender?: Likely a fairly even distribution across most films.

• What is their income?: Varies.

• What is their lifestyle: Individuals and families looking for weekend entertainment.

• What are their shopping preferences in the category article is referring to: Purchasing movie tickets for Friday showings.

• Are they low, occasional or frequent category shoppers: Varies.

• What are their general shopping preferences-how they shop products, shopping motivations): Influenced by trailers, reviews, and word-of-mouth. Motivation includes the desire for entertainment and a specific cinematic experience.

Conclusions: 'Superman' Shows Staying Power While New Releases Face Varied Receptions

The Friday box office results indicate that "Superman" is holding strong in its second weekend, suggesting positive audience reception. The new releases, however, are seeing mixed results, with "I Know What You Did Last Summer" leading but not breaking out, "Smurfs" underperforming, and "Eddington" facing a quiet opening.

Implications for brands: Gauging Initial Success of Films for Potential Tie-ins

• Superhero Strength: Reinforces the continued dominance of the superhero genre.

• Horror Still Draws: Indicates ongoing interest in horror films, though reception can vary.

• Challenges for Reboots: Highlights that reboots are not always guaranteed successes and need strong reviews and audience appeal.

Implication for society: Moviegoing Trends Reflecting Genre Preferences

• Continued Appetite for Superhero Films: Suggests audiences are still eager for big-budget superhero stories.

Implications for consumers: Assessing Weekend Movie Options Based on Early Performance

• Information for Weekend Plans: Provides insights into how new releases are performing, helping consumers decide which movies to see.

Summary of Trends:

• Core Consumer Trend: Strong Second Weekend Hold for Blockbusters: Successful big-budget films can maintain strong attendance in their second week.

• Core Consumer Sub Trend: Initial Interest in Horror and Animation Varies: Opening day numbers show differing levels of enthusiasm for new releases in these genres.

• Core Social Trend: Friday Box Office as an Indicator of Weekend Success: The first day's earnings often set the tone for the rest of the weekend.

• Social Drive: The Desire for Diverse Entertainment Options at the Cinema: Moviegoers seek a range of genres and stories.

• Core Trend: Established Franchises Maintain Drawing Power: Films like "Superman" and "Jurassic World" continue to attract large audiences.

• Core Strategy: Releasing Films Across Different Genres to Capture Varied Audiences: Studios aim to cater to a wide range of moviegoers.

• Core Industry Trend: The Ongoing Competition for Box Office Dominance: Studios vie for the top spots with their latest releases.

• Core Consumer Motivation: Seeking Engaging Cinematic Experiences: Ultimately, moviegoers want to be entertained and immersed in a good story.

Strategic Recommendations for brands to follow in 2025: Monitor Weekend Trends for Marketing Alignment

• Track the Overall Performance of Films: Observe how movies perform throughout the weekend to gauge sustained audience interest.

• Identify Potential Breakout Hits: Look for films that exceed expectations and generate strong word-of-mouth.

Final Conclusion: 'Superman' Remains Untouchable as Newcomers Find Their Place

The Friday box office results showcase the continued reign of "Superman," while the new releases are finding their footing with varying degrees of success. "I Know What You Did Last Summer" is leading the newcomers, but "Smurfs" is underperforming, and "Eddington" faces an uphill battle. The weekend's final numbers will further solidify the hierarchy at the box office and provide more insights into what's resonating with moviegoers this summer.

Core Trend Detailed: The Sophomore Stronghold: 'Superman' Proves Staying Power Trumps New Arrivals

The core trend highlighted by Friday's box office is the ability of a well-received blockbuster, in this case "Superman," to maintain its dominance in its second weekend, even against a slate of new releases across different genres. This demonstrates the power of strong initial audience reception and positive word-of-mouth in allowing a film to hold onto the top spot, often overshadowing the opening day performance of newcomers, suggesting that sustained interest can be more valuable than initial hype.

Key Characteristics of the Core trend: Word-of-Mouth and Repeat Viewings

• Positive Audience Reception: "Superman" likely benefited from positive reviews and strong word-of-mouth from its opening weekend.

• Franchise Loyalty: Established superhero franchises often have a dedicated fanbase that will return for repeat viewings.

• Event Movie Status: Big-budget blockbusters are often seen as must-see cinematic events.

Market and Cultural Signals Supporting the Trend: The Longevity of Successful Films

• Historical Box Office Data: Many successful films have demonstrated the ability to hold strong in their second and subsequent weekends.

• Audience Reviews and Social Media Buzz: Positive online discussions can fuel continued interest.

How the Trend Is Changing Consumer Behavior: Prioritizing Movies with Strong Initial Feedback

• Reliance on Reviews and Recommendations: Moviegoers may be more likely to choose films that have already garnered positive feedback.

Implications Across the Ecosystem: The Value of Long-Term Audience Engagement

• For Brands and CPGs: Indicates the potential for extended marketing campaigns around successful films.

• For Retailers: Sustained interest in a movie can translate to longer-lasting merchandise sales.

• For Consumers: Encourages seeking out films with strong initial reception.

Strategic Forecast:

• Blockbusters with positive initial reactions are likely to continue to hold strong in subsequent weekends.

Areas of innovation:

• Enhanced In-Theater Experiences: Encouraging repeat viewings through premium formats and special events.

• Loyalty Programs: Rewarding repeat customers.

Final Thought: The Power of a Strong Second Act in the Box Office Race

"Superman"'s continued reign at the Friday box office underscores the importance of long-term audience engagement and positive word-of-mouth. Even against a wave of new releases, a film that resonates strongly with viewers in its opening can maintain its momentum and demonstrate true box office staying power.

Source: https://variety.com/2025/film/box-office/superman-second-weekend-i-know-what-you-did-opening-1236465064/