Double post, but Insidious: Last Key just made an insane $29M on Opening Weekend, higher than Star Wars this weekend. It's beaten Happy Death Day and Insidious: Chapter 3, and is now the 3rd highest opening for horror movies in January ever.
Guess 2017 is 2 for 3 in terms of promotion houses. Arguably 3 for 3, actually; Jigsaw, despite a soft opening weekend, managed to linger on and make $100M at the world-wide box office. Maybe a slight disappointment, but far higher than it had any right to be after the low OW.