Paramount’s latest take on the beloved Mean Girls franchise has generated quite the buzz in the tracking numbers. Unlike the stereotypical high school dynamics, this Mean Girls adaptation seems to be resonating with a wide range of audiences, both young and old. The unaided awareness among women over 25 and under 25 is remarkably high, indicating a potentially successful opening at the box office. With all factors considered, the Tina Fey scripted Broadway musical is projected to earn over $27 million during the four-day MLK holiday weekend.
What stands out in this data is the undeniable strength of the Mean Girls brand. Despite being a comedy targeting women in the post-Covid era, the unaided awareness among the audience is surprisingly high. This brand recognition is a testament to the impact of the original Mean Girls film and its continued popularity. Paramount has only recently begun their marketing campaign for the movie, three weeks before its release on January 12th. Breaking through the noise of other highly anticipated holiday releases like Aquaman and the Lost Kingdom and The Color Purple is no easy feat. However, Mean Girls has managed to capture the attention of moviegoers and generate significant interest.
Considering the challenges faced by the film industry in the midst of the ongoing pandemic, a $27 million opening (or potentially even $30 million) is a great start. The comedy genre has always been popular among audiences, but the post-Covid era brings new uncertainties. However, Mean Girls seems to be defying these uncertainties with its strong brand and appealing storyline. It demonstrates that there is still an audience craving humorous and relatable content, especially aimed at women.
While it’s essential to acknowledge that every movie has its unique qualities, it’s interesting to compare Mean Girls with other successful films that fall within a similar genre. For instance, M3GAN, a young-skewing genre movie, released in the pre-MLK frame and earned an impressive $30.4 million, followed by a 4-day holiday weekend gross of $21.7 million. While not an exact comparison, Mean Girls can draw some insights from M3GAN’s success. Additionally, Pitch Perfect 3, which hit theaters in 2017 and grossed $26.4 million over its 4-day Christmas weekend, offers a relevant benchmark for Mean Girls.
In the upcoming Mean Girls adaptation directed by Samantha Jayne and Arturo Perez Jr, audiences will be introduced to Cady Heron, played by Angourie Rice. Cady finds herself welcomed into a clique of popular girls known as “The Plastics.” Led by the conniving queen bee Regina George, played by Reneé Rapp, and her loyal followers Gretchen and Karen, Cady must navigate the treacherous dynamics of high school. However, things take a dramatic turn when Cady develops feelings for Regina’s ex-boyfriend, Aaron Samuels, portrayed by Christopher Briney. Suddenly, Cady becomes the target of Regina’s wrath, prompting her to seek solace in her outcast friends Janis and Damian, played by Auli’i Cravalho and Jaquel Spivey. As the story unfolds, Cady must learn to stay true to herself while maneuvering through the cutthroat jungle of high school.
In addition to the captivating storyline, Mean Girls boasts a star-studded cast. Alongside the talented young cast members, the movie features Mean Girls alumnae Tina Fey, Tim Meadows, Jon Hamm, Jenna Fischer, Busy Philipps, and Ashley Park. The combined talent and familiarity of these actors will undoubtedly draw in fans of the original Mean Girls film.
To further engage audiences and build anticipation, Paramount has organized exciting events surrounding the release of Mean Girls. Early access screenings, such as the “On Wednesdays We Wear Pink Early Access Screening Event,” will take place on January 10th. These screenings give fans an exclusive opportunity to watch the movie before its official release. Additionally, Mean Girls Day, celebrated on October 3rd, was accompanied by Paramount’s TikTok release of the original 2004 movie in 23 parts. The studio’s efforts to cultivate a strong online presence through TikTok and other platforms have resulted in a sizable fanbase.
Moreover, a new Mean Girls Experience is in the works, offering fans a chance to immerse themselves in the world of North Shore High School. This fast-casual restaurant, inspired by the movie, will serve chef-driven cafeteria-style fare, including themed dishes like the “Burn Book Burger Sliders,” the “Stab Caesar Salad,” and the “1 3 5 Acai Bowl.” Desserts such as the “Kälteen Brownie,” “Rainbow + Smiles Cake,” “Is Butter a Carb? Cookies,” and the “Fetch Strudel” will complete the exciting menu. By expanding the Mean Girls brand beyond the big screen, Paramount aims to create a multi-dimensional experience for fans.
The tracking numbers for Paramount’s Mean Girls adaptation have exceeded expectations, showcasing the enduring strength of the Mean Girls brand. The unaided awareness among women over and under 25 highlights the widespread anticipation for the movie. In the post-Covid era, achieving an opening weekend gross of $27 million or higher is a great start for a comedy targeting women. With a compelling storyline, a talented cast, and exciting events surrounding the release, Mean Girls is primed to captivate audiences and reignite the cultural phenomenon of this beloved franchise.