This weekend the return of the Texas Chainsaw franchise successfully sliced up its rivals to win the weekend race for most receipts
January 07, 2013 – This weekend the return of the Texas Chainsaw franchise successfully sliced up its rivals to win the weekend race for most receipts. The latest of the bloody saw-them up movies was able to earn over $23 million. Texas Chainsaw 3D was able to out sell Django Unchained the new western by Quentin Tarantino. Django finished second in the weekend race with sales of $20 million. The Hobbit: An Unexpected Journey was third for the weekend with a take of $17.5 million.
Heading into this past weekend, forecasters at the box office did not believe that the 40-year-old film’s revival had sufficient buzz to end up on top of the box office list. January is often times a slow period for films following the holidays and because of all of the movie releases that take place prior to the first of the year.
Lions Gate, the studio behind the Texas Chainsaw franchise took part in a social media campaign to promote the movie. The marketing program aimed at the horror fan base, which includes mostly young males and females. They also ran advertising during the zombie hit on AMC TV The Walking Dead.
Lions Gate executives said that the take for the weekend was more than what they expected. Over $20 million was spent by Lions Gates in promoting the movies, which Millennium Films produced.
The latest movie has revived a franchise that first started 39 years ago in 1974, with Leatherface its serial killer. There have been seven movies from the franchise since that time that have earned $175 million in the North American market, with an international take of over $416 million.
The latest edition of the franchise follows a woman who recently inherited a home in Texas. The story started where the last edition ended and included some cameo appearances by original stars of the films.
No other film was released nationwide this past weekend besides Texas Chainsaw. The Hobbit increased its overall domestic earnings to $263 million since it debuted on December 14. Django Unchained, which debuted Christmas Day, upped its take to $106 million.