Jordan Peele, initially known for his work in sketch comedy on Key & Peele across five seasons, unexpectedly forged a new path as a filmmaker, quickly becoming one of this generation’s most acclaimed auteurs. His debut film, Get Out, launched him into the spotlight by blending sharp social commentary with horror thrills, leading to notable critical and box office success. Building on this momentum, Peele has expanded his role in the horror genre not only as a director but also as a producer, supporting several notable projects. His newest production, Him, features Marlon Wayans as a veteran quarterback mentoring a rising star, merging psychological thriller elements with the backdrop of football.
The Timing and Marketing Advantage of Him
Him is arriving in theaters amid the height of college and NFL football seasons, positioning it to capitalize on the sport’s popularity. The marketing campaign highlights Jordan Peele’s involvement prominently, leveraging his horror reputation to attract audiences. With football’s widespread fan base intersecting with the horror genre’s current market strength, Him has a promising potential to perform well financially. Additionally, with a modest production budget, the film is well-suited to achieve healthy returns if it resonates with viewers.
The Financial Framework Behind Him
Horror films typically maintain smaller production costs, which increases their chances of turning a profit at the box office. Him follows this trend with a $27 million production budget, placing it in a similar range to the 2021 film Candyman ($25 million), which Peele also produced. However, Him’s budget exceeds that of Us ($20 million), a directorial effort by Peele himself. Industry standards suggest a film needs to earn roughly twice its production budget worldwide to cover marketing and distribution expenses. Therefore, Him would likely require around $54 million globally to break even.
Box Office Outlook for Him
Projections estimate that Him could bring in between $15 million and $18 million domestically during its opening weekend. Recent horror releases have often surpassed their initial forecasts, but whether Him will continue this pattern is uncertain. The horror/thriller market is competitive this September, with recent titles like The Conjuring: Last Rites setting box office records and The Long Walk receiving critical praise despite lower ticket sales. Audiences looking for horror options have had several choices recently, potentially making demand for Him comparatively lower. Nonetheless, an opening weekend in the projected range would be a solid start relative to its budget.
One key factor to watch is Him’s staying power over the weeks following its debut, especially as the fall film calendar grows crowded. Upcoming releases such as One Battle After Another and The Smashing Machine feature major stars and extensive awards buzz, which could overshadow Him and affect its box office legs. The film’s performance in subsequent weekends will be crucial to its overall success.
Domestic Appeal Versus Global Market Challenges
While the NFL has increasingly staged games internationally, football’s strongest fan base remains in the United States. This limits Him’s potential appeal outside of America, making it likely that most of its revenue will come from domestic audiences. In contrast, international box office receipts have helped other horror hits, such as The Conjuring: Last Rites, become some of the highest-grossing horror films globally, underlining the importance of worldwide appeal.
Candyman, which Peele produced, earned $77.4 million worldwide, but it benefited from being part of a well-established horror franchise with a dedicated fan base and a less crowded release window during the pandemic’s recovery phase. Him, by contrast, is an original story attempting to stand out amid strong competition, making its path to similar success more challenging. Still, if it reaches the upper end of box office projections, the break-even threshold of $54 million could be attainable.
Potential Challenges and the Competitive Landscape
The coming weeks will test Him’s ability to maintain audience interest amid fierce competition from both horror titles and high-profile films. The fall release schedule often features awards-season contenders that attract significant media and viewer attention, possibly detracting from smaller genre films. Additionally, football as a central theme might limit appeal outside core U.S. demographics, reducing potential international earnings that can bolster a film’s financial success.
Jordan Peele’s established reputation in the horror community and his past success as a producer lend credibility to Him; however, the film must navigate a cluster of competing titles and audience preferences that have been shaped by recent genre offerings and the broader cinematic environment.
