Why horror is slaying box office

As big-budget franchises flounder, monsters and mayhem pull in audiences

Vampires, zombies and the Grim Reaper are killing it at the box office. At a time when superheroes, sequels and reboots have grown stale among audiences, horror has emerged as an unlikely saviour, entertainment industry veterans say.

This year, scary films account for 17 per cent of the North American ticket purchases, up from 11 per cent in 2024 and 4 per cent a decade ago, according to Comscore data compiled exclusively for Reuters.

Thanks to the box office performance of Sinners and Final Destination: Bloodlines, and new installments of popular horror films hitting later this year, including The Conjuring: Last Rites and Five Nights at Freddy’s 2, cinema owners have reason to celebrate.

“We have identified horror as really one of the primary film genres that we are targeting to grow,” said Brandt Gully, owner of the Springs Cinema & Taphouse in Sandy Springs, Georgia. “It can really fill a void when you need it.”

Producers, studio executives and theatre owners say horror has historically provided a safe outlet to cope with contemporary anxieties. And there is no lack of material to choose from: the aftershocks of a global pandemic, artificial intelligence paranoia, the loss of control over one’s body, and resurgent racism.

“It’s cathartic, it’s emotional, and it comes with an ending,” said film data analyst Stephen Follows, author of the Horror Movie Report, which offers detailed insights into the genre. “Horror movies give space to process things that are harder to face in everyday life.”

The often low-budget productions allow for greater risk-taking than would be possible with high-cost, high-stakes productions like Mission: Impossible – The Final Reckoning. The creative freedom has attracted such acclaimed directors as Ryan Coogler, Jordan Peele, Danny Boyle and Guillermo del Toro.

“Horror movies are an accountant’s dream,” said Paul Dergarabedian, Comscore senior media analyst. “If you’re going to make a science-fiction outer-space extravaganza, you can’t do that on the cheap. With horror films, a modest-budget movie like Weapons can be scary as hell.”

Audiences are responding. Coogler’s Sinners, an original story about Mississippi vampires starring Michael B Jordan, was the year’s third highest-grossing film in the US and Canada, according to Comscore.

Movie theatres are still recovering from the COVID-19 pandemic which broke the movie-going habit, and increased viewing in the home. Mike De Luca, co-chair and Warner Bros Motion Picture Group, which released Sinners, said horror was a genre that manages to get people out of the house.

“It’s a rising tide that lifts all boats,” he said. “You know, we’re trying to get people back in the habit of going to the theatres.”

Fear knows no geographical bounds. Half of all horror movies released by major US distributors last year made 50 per cent or more of their worldwide box office gross outside the US, according to London-based researcher Ampere Analysis. The breakout international hit The Substance, for example, grossed over USD77 million worldwide – with around 80 per cent of that from outside the US.

Streamers also are similarly capitalising on the appeal of the genre. AMC’s post-apocalyptic horror drama series The Walking Dead, became one of the most popular series when it was added to Netflix in 2023, amassing 1.3 billion hours viewed, according to Netflix’s Engagement Report. Director Guillermo del Toro’s film adaptation of Mary Shelley’s gothic novel, Frankenstein, is set to debut in November.

Date night

Horror films are ideally suited to watching in movie theatres, where the environment heightens the experience.