This Movie Cost Just $1 Million And Is This Year’s Breakout Hit
A low-budget horror film featuring relatively unknown actors has emerged as a surprise summer hit. “Obsession” earned an impressive $28.2 million in its second weekend, marking a 30% increase from its opening performance.
The film’s success is attributed to a combination of a viral marketing strategy, the director’s existing online presence, and a premise that may resonate with a younger generation’s cynical views on romance.
A Virtually Unprecedented Box Office Trajectory
Directed by 26-year-old Curry Barker on a budget between $750,000 and $1 million, “Obsession” has achieved a rare theatrical feat. The film earned $17.2 million from 2,615 theatres during its opening weekend, significantly exceeding projections of $10 million to $12 million.
Industry observers note that “Obsession” is the only wide-release horror film of the century to earn more in its second weekend than its first. This trajectory mirrors the 39% spike seen by the controversial film “Sound of Freedom” in the summer of 2023.
Digital Roots and Guerrilla Marketing
Barker and star Cooper Tomlinson previously operated as the YouTube sketch duo “that’s a bad idea,” boasting over 1 million followers. The pair previously found viral success with the 2024 thriller “Milk & Serial,” which cost only $800 to produce but garnered 2.7 million views.
After a strong reception at the Toronto International Film Festival, Focus Features acquired the film for $15 million. The distributor shifted from a slow indie rollout to an aggressive nationwide release supported by cryptic, chaotic billboards in New York and Los Angeles.
The campaign encouraged viewers to text a phone number, leading to a viral TikTok and Instagram trend. More than 70,000 participants received “unhinged” and “terrifying” voice notes recorded by breakout star Inde Navarrette.
Critical Divide and “Incel Horror”
The film holds a 95% critics score and a 95% audience score on Rotten Tomatoes, placing it alongside titles like “The Invisible Man” and “Sinners.” The plot follows Bear, a music store employee who wishes for his co-worker, Nikki, to love him, only for that love to become an extreme, involuntary obsession.
“It’s Navarrette, though, who truly gives the film its mojo,” wrote Frank Scheck of The Hollywood Reporter. “(She) delivers such a virtuos virtuosic performance as the spellbound Nikki that she’ll induce nightmares for anyone who’s ever wondered what exactly the hell is going on with their romantic partner.”
However, the film has faced criticism for its themes. Odie Henderson of the Boston Globe described the screenplay as a “riff on the old reliable stand-up routine subject ‘girlfriends be crazy’” and called it a “skin crawling male fantasy film.”
Some have labelled the project “incel horror” for its exploration of male entitlement and parasocial manipulation. This provocative framing may be exactly why the film has resonated with younger audiences who are reportedly less interested in traditional romance.
The Future of Curry Barker
Following this success, Barker may soon move into higher-profile projects. He is set to write and direct a reboot of “The Texas Chainsaw Massacre” for A24.
Focus Features is expected to distribute another of his films, titled “Anything but Ghosts,” which will star Aaron Paul.
Frequently Asked Questions
What was the original budget of “Obsession”?
The film was produced on a budget between $750,000 and $1 million.
How did Focus Features acquire the film?
Focus Features acquired “Obsession” for $15 million following a rapturous reception at the Toronto International Film Festival.
What is the “One Wish Willow”?
It’s a magical device from the film that was sold as a promotional item in specialty stores and online, eventually becoming a high-priced item on eBay.
Do you think viral marketing gimmicks are becoming more important than the actual plot of a movie?