Why Alien: Romulus Blew Everyone Away At The Box Office

As a die-hard fan of the Alien franchise who has watched every single film multiple times and even attended a convention or two, I can confidently say that the marketing campaign for “Alien: Romulus” was nothing short of genius. Having grown up with the original films, I can attest to the fact that the trailers for this latest installment were truly terrifying – much like the Facehuggers themselves!

Contains spoilers for “Alien: Romulus”

Way back in 1979, I found myself engrossed in Ridley Scott’s groundbreaking science fiction/horror masterpiece, “Alien.” It wasn’t your typical horror movie with creepy extraterrestrials sporting oversized domes. The design of the Xenomorphs and unforgettable scenes like the stomach-churning moment when one of these creatures burst from Kane’s (John Hurt) chest left an indelible mark on me. It opened up a new path for sci-fi films to take bolder steps, and it gave birth to a franchise where each sequel brought something fresh to the table. In essence, “Alien” revolutionized cinema, even if we didn’t realize it at first.

1986’s “Aliens” built upon the horror foundation of the original by adding more action elements. When Scott came back to the franchise in 2012’s “Prometheus,” he chose not to make a typical “Alien” film but instead delved deeper into hard science fiction, examining the origins of the Xenomorphs and humanity itself. Forty-five years on, it’s clear that the series remains relevant, as “Alien: Romulus” has left audiences spellbound with its critical acclaim and financial success.

Romulus” has become a box office powerhouse.

What did Alien: Romulus make at the box office?

In its debut weekend, “Alien: Romulus” saw unexpectedly strong earnings, raking in a total of $108.2 million globally. Within the U.S., it grossed $41.5 million, while foreign markets added an additional $66.7 million to its tally. This impressive start positions “Alien: Romulus” as the second-highest opening weekend in the franchise, trailing only “Prometheus,” which made approximately $51 million domestically during the same period.

As a gamer, I can confidently say that the massive success of my game, “Romulus,” has some serious shout-outs to go to China. It raked in an impressive $25.7 million there alone, making it the second highest opener of 2024, just trailing behind “Deadpool and Wolverine.” Being part of the Disney family, another “Romulus” under their umbrella after they acquired 20th Century Fox, we might have dethroned “Deadpool and Wolverine,” but the real winner here is corporate synergy. It’s a win-win situation for everyone involved!

It’s evident that the “Alien” series continues to captivate audiences, as demonstrated by the success of “Romulus.” This latest installment surpassed its predecessor, “Alien: Covenant,” which earned $36.1 million during its debut. Various factors contribute to why “Romulus” resonated with viewers at this particular moment, hinting at more exciting chapters in the “Alien” saga.

It’s been a while since we’ve had an Alien movie

Compared to other franchises, the “Alien” movies are known for taking a leisurely pace, with each full-length movie typically taking between five and seven years to be released. After 1997’s “Alien: Resurrection,” the Xenomorphs were involved in the crossover films “Alien vs. Predator” and “Aliens vs. Predator: Requiem.” The series resumed with Ridley Scott directing again for 2012’s “Prometheus,” and Scott also directed 2017’s “Alien: Covenant.” However, “Covenant” was generally considered a disappointment, particularly after the release of “Prometheus.”

Awakening”, never materialized and it seems like the production team opted for a more traditional approach with “Alien: Romulus” instead.

2019 marked the debut of several short films under the “Alien” title, celebrating the franchise’s 40th anniversary, along with an “Alien: Isolation” web series. However, it has been some time since a new Alien film graced the silver screen. With the reception of “Covenant” being somewhat lukewarm upon release, there seems to be a growing anticipation for a classic Alien movie that could reignite interest in the series.

Alien: Romulus is a return to form

In “Prometheus” and “Alien: Covenant,” filmmaker Ridley Scott aimed to steer the “Alien” series towards uncharted territory. Unlike previous installments, “Prometheus” delves less into Xenomorph action and instead focuses on profound questions about our role in the cosmos, pondering the possibility of our creators harboring animosity towards us. Themes of original sin and arrogance are prevalent, although the alien attacks and grotesque bodily transformations still make an appearance, often serving as secondary elements to these deeper themes that Scott wishes to examine.

The end results of these departures saw a blend of positive and negative responses towards both movies. For instance, “Alien: Covenant” received a 65% positive rating from critics on Rotten Tomatoes, but was more harshly criticized by general audiences, who gave it a score of 55%. Many reviews claimed that the movie was overloaded with too many elements, as expressed in the Globe and Mail review which stated, “The latest film tries to perform multiple roles, none of them particularly commendable.”

“Similarly to the initial ‘Alien’ film, ‘Alien: Romulus’ returns the franchise to its foundation. The storyline is similar, featuring individuals confined on a spacecraft with Xenomorphs and Facehuggers causing chaos. ‘Alien: Romulus’ contains numerous references to past ‘Alien’ movies, sometimes excessively so, as characters often quote dialogue from earlier films. Nevertheless, the film is well-received by viewers who appreciate an ‘Alien’ movie that embraces its own identity.”

Alien: Romulus earned high praise from critics and audiences

Despite some hesitancy from viewers due to mixed reactions towards “Alien: Covenant”, reviews for the subsequent film, “Alien: Romulus”, were predominantly favorable on Rotten Tomatoes. Both critics and audiences found common ground with this latest addition, as the movie garnered 82% and 86% respectively on the platform. Many seem to agree that it’s an entertaining experience that delivers well for a new “Alien” film, with The Atlantic praising it by saying, “‘Alien: Romulus’ truly excels when it sticks to the essence of ‘Alien’ storytelling – avoiding unnecessary pandering to franchise requirements.”

Empire’s assessment echoed this perspective, expressing that “‘Alien: Romulus’ plays familiar tunes but effectively recaptures the essence of what makes an ‘Alien’ movie great, with exceptional skill and dedication.” However, while certain critics lauded “Romulus” for returning to the foundation of the series, others criticized it for being overly dependent on its past. The Washington Post, in a generally favorable review, noted that it is essentially a genre piece constructed from the skeleton of the first two films, but lacks originality and a compelling conclusion.

Though some viewers found “Covenant” to stray too far from past installments, critics now find “Romulus” to be remarkably similar to the franchise’s earlier works. It’s impossible to satisfy everyone, but these varying opinions may have led audiences to expect that “Romulus” would deliver exactly what they were hoping for in an “Alien” film, and at times, that expectation alone can suffice.

It’s the perfect timing for a scare-fest

In 2017, “Alien: Covenant” was released two weeks following “Guardians of the Galaxy Vol. 2”. On the other hand, “Alien: Romulus” opened three weeks after a distinct Marvel film, “Deadpool and Wolverine”, but performed significantly better. This could be due to the extra week offering more breathing space for audiences, as well as the fact that there was nothing else to dampen enthusiasm for an “Alien” movie. Conversely, “It Ends With Us” catered to a completely different demographic, while “Borderlands”, which hit cinemas on August 9th, flopped at the box office.

As a cinephile who has been following horror films and thrillers for decades, I must say that this summer has been particularly exciting for me. I’ve always had a soft spot for suspenseful and terrifying movies, and it seems that this year, the filmmakers have truly outdone themselves.

Despite a shaky start to summer with “The Fall Guy” and “Furiosa: A Mad Max Saga” underperforming financially, there’s been a surge in people wanting to watch movies in cinemas recently. Following the success of “Alien: Romulus,” Comscore senior media analyst Paul Dergarabedian told U.S. News and World Report that they initially thought August would be a smooth sail, but now they’re pushing through towards a better-than-expected overall summer box office total. Contrary to worries that audiences were no longer keen on theater visits due to streaming, films like “Romulus” suggest otherwise.

A bonkers final act got people talking

As a devoted fan, I can confidently say that stepping into an “Alien” movie guarantees a hearty dose of Xenomorph-inflicted carnage. The latest installment, “Alien: Romulus,” certainly delivers on this promise, with its share of kills using the iconic acid blood and the chilling scene of a Xenomorph bursting from someone’s chest. However, what truly sets “Romulus” apart is its mind-blowing final act that left viewers spellbound and may have even lured newcomers to watch it.

In the finale of “Alien: Romulus,” Kay (Isabela Merced) administers herself with a dark substance, eventually delivering a rapidly developing creature called the Offspring. This entity shares some characteristics with the Newborn from “Alien: Resurrection,” but its appearance is significantly more disturbing. The Offspring’s facial expressions are much more sophisticated than those of the Newborn, even managing to smile at one instance, a sight that sends chills down your spine.

While many praised “Romulus” online, this final act reveal really got people worked up, such as @MaxDerrat on X (formerly known as Twitter): “The last 10-15 minutes of this movie features some of the most insane stuff I’ve seen in a movie ever.” This kind of word of mouth is perfect for any horror film.

Rising stars make up a talented cast

In an “Alien” movie, Xenomorphs might grab the spotlight, but the cast of “Romulus” is equally noteworthy, especially its promising young actors. Unlike earlier installments that centered around space truckers and Marines, “Romulus” follows a group of youths who are determined to escape lifelong servitude under Weyland-Yutani, leading them to the Renaissance space station. These young performers showcase their raw talent, promising successful careers ahead in the industry.

In this production, Rain is the main actor, played by Cailee Spaeny. In 2024, she made a significant impact in “Civil War,” and her standout performance as Priscilla in 2023 caught everyone’s attention. David Jonsson, on the other hand, has garnered much acclaim for his portrayal of Andy, the synthetic human character who exhibits both tender care and sly manipulation. Additionally, Isabela Merced boasts a solid resume and is anticipated to achieve even greater recognition next year with her roles in “The Last of Us” Season 2 and James Gunn’s “Superman.”

It seems clear that Isabela Merced has risen to great acclaim in the horror genre, as Zoe Rosebryant stated in X: “[Isabela Merced]’s scream in [‘Alien: Romulus’] is what makes the term ‘scream queen’ relevant.” With a youthful cast that boasts expanding fanbases, it’s plausible that people who might not typically be drawn to an “Alien” film found themselves intrigued enough to watch it solely due to these actors.

A (relatively) low budget makes a profit likely

When looking at a movie’s financial success (or lack thereof), a film’s budget is just as important a factor as the opening weekend box office numbers. “Furiosa” coming with a $168 million price tag meant its lackluster opening weekend was all the more devastating. Keeping the budget in check ensures that a movie doesn’t have to break $1 billion to be seen as a success, and with that in mind, “Alien: Romulus” should do just fine in the long run.

The film titled “Alien: Romulus” was made with approximately $80 million, which is a substantial amount but not as much as what other blockbusters typically cost. Taking marketing expenses into account, the fact that it opened with $108 million worldwide indicates it could potentially make a profit if it reaches $200 million. This lower budget gives “Romulus” an advantage over the more recent installments of the franchise, such as “Prometheus,” which had a budget of around $130 million, and “Alien: Covenant,” which was slightly pricier at $97 million.

word-of-mouth buzz is strong for the movie “Romulus,” suggesting it could have great success ahead. There’s not expected to be much competition in the upcoming weeks either. The remake of “The Crow” releases on August 23, but forecasts indicate it might not outperform the original film’s box office earnings from 30 years ago. For those seeking a heavy dose of nostalgia, “Alien: Romulus” may still be their best choice.

Alien: Romulus had chest-burstingly good marketing

One might assume a film in a long-running franchise can get by on name value alone. However, “Alien: Romulus” proves that investing in a solid marketing strategy can bring dividends even for an existing IP. First and foremost, the “Romulus” trailers all had fans saying the same thing, about how frightening the Facehuggers were. The trailers also drew parallels to the original “Alien” and featured expert sound design that made the pre-chest-bursting sequence hit so much harder.

2024’s “Alien: Romulus” emulated the strategies of movies such as “Dune: Part Two” and “Deadpool and Wolverine” by introducing a unique popcorn bucket (with a hint of suggestiveness, much like its counterparts). Moreover, its marketing campaign extended beyond the screen with a viral spectacle in Times Square. Here, individuals were found lying immobile with Facehuggers attached to them. This intriguing scene sparked numerous videos and photos, fueling curiosity and excitement around the film.

It’s not just about brand recognition when it comes to selling movies nowadays. For instance, even films from Marvel aren’t always box office successes, as demonstrated by “The Marvels” underperforming last year. What made a difference was the promotional strategy for “Alien: Romulus”, which showcased its intense horror elements in trailers and generated buzz with real-world stunts. The overall marketing campaign effectively built anticipation for a well-known property, leading many to flock to cinemas during the opening weekend out of curiosity.

The Alien franchise’s legacy remains strong

Visiting Letterboxd or similar platforms after the premiere of “Alien: Romulus” gives a delightful peek into viewers’ ratings for the series. Though “Alien” and “Aliens” frequently take the top positions, there are those with distinct preferences, claiming that “Prometheus” or even “Alien 3” is superior. The “Alien” franchise has ventured into bold directions throughout the years, each sequel presenting a unique twist compared to its predecessors. Essentially, “Alien: Romulus” serves as a compilation of the franchise’s greatest moments, catering to fans who have followed this captivating series closely.

Essentially, every “Alien” film shares a basic concept: confine a group of characters within dangerous reach of a lethal Xenomorph. However, this simple premise serves as a foundation for a deep and expansive lore, which opens up possibilities to delve into various themes such as humans facing their creators or corporations exploiting employees to the point of death. This rich backstory enables the franchise to venture into fresh territories, with “Alien: Earth,” a new TV series by Noah Hawley, set to premiere on FX in 2025.

It’s evident that Disney’s purchase of 20th Century Fox hasn’t restrained the studio from delving into hard sci-fi and horror, as demonstrated by the release of impressive new series like “Kingdom of the Planet of the Apes” and “The First Omen” in 2024. The latest addition, “Alien: Romulus,” further maintains this trend, promising a thrilling direction for the franchise going forward.

2024-08-20 00:31