Jordan Peele’s ‘No’ Opening at $50 Million – Deadline

Universal Nope, one of the few remaining tentpoles in a booming summer box office, is looking to boost this weekend with an estimate $50 million start at 3,700 theaters with an eye on guys ages 17-34.

Nope is the third genre film of Oscar-winner Jordan Peele, and though his US and Canadian debut is better than his 2017 debut, get out ($33.3 million), it will be under the filmmaker’s 2019 title We ($71.1 million). The film is produced by Peele’s Monkeypaw Productions. We broke a record national opening for an R-rated original horror film. No critical reviews have yet been posted on Rotten Tomatoes for Nope, but critics went crazy for get out 98% certified fresh and also enjoyed We at 93% certified fresh. The public gave get out an A- CinemaScore and rated We a B.

Steven Yeun in

Universal Pictures UK/YouTube

Nope follows horse rancher siblings OJ Haywood (Daniel Kaluuya, reworking with Jordan) and Emerald Haywood (Keke Palmer), who discover something wondrous and harmful in the sky above their property. Adjacent to their ranch is Jupiter’s Claim, a family-friendly theme park and petting zoo based on the whitewashed history and aesthetic of the California Gold Rush. It is owned and operated with evangelical pride by Ricky “Jupe” Park (Steven Yeun), a former child star who grapples with a tragic tabloid story he’s spent his life trying to escape. He has also seen the show in the sky and peddles it to locals at his theme park.

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From the Peele Trio, Nope has the highest budget at $68 million after California incentives (photo was taken in the Agua Dulce desert in northern Los Angeles County), ranking ahead We‘ $20M production cost before P&A and get outsaves $4.5 million. Shooting Peele Nope in Imax. These two films were big cash cows for Uni, with We see a profit of $119 million and get out $124.8 million.

Nope is also the longest film to date in Peele’s canon at 2 hours and 15 minutes, ahead of We (1h56) and get out (1h44).

Universal launched the campaign exactly one year after Nopewith the release of an enigmatic teaser poster. During Super Bowl LVI, the studio released the first trailer during the live stream which quickly became the #1 trending topic on Twitter, YouTube, and Reddit. Social media analytics firm RelishMix reported that 24-hour online traffic for Nope reached nearly 22 million, ahead of Sony Unexplored (12.5M) and Paramount sonic the hedgehog 2 (11.7 million) and Disney/Marvel’s moon knight series (9.5M).

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In addition, Nope became the first R-Rated film to receive support from NBCUniversal’s Symphony program, which promotes Universal’s select tentpoles at sister brands and companies in the conglom. These pushes included the Jupiter’s Claim attraction at Universal Studios Hollywood as well as spots airing on NBCUni shows such as American Ninja Warrior, America’s Got Talent, Tonight Show with Jimmy Fallon, Late Night with Seth MeyersNASCAR and WWE Raw.

Even though Nopethe opening of will surpass last weekend’s wide release debut of Where the Crawdads sing ($17.2M) and Paws of fury ($6.3 million), don’t expect this weekend’s total box office for all movies to be any better than the same respective frame from 2019. That’s when than Disney live action Lion King opened at $191.8 million, sending all ticket sales to $263.9 million, which was then the second-highest-grossing weekend of 2019 after the April 26-28 frame that brought in a record absolute of $402 million thanks to the $357.1 million. Avengers: Endgame opening.

Again, what we’re missing here at the 2022 box office are wider releases, and we’re about to head into a drop full of adult counter-programming, not tentpoles.

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