You Can See Everything Went Up 25% in Its Second Weekend, and It Cost $7 Million

Clayface won the weekend with about $24 million, and I wrote about that one already, but the number that actually made me sit up came from second place. You Can See Everything, the A24 picture that opened quietly on fewer than 900 screens, went up to around $19.5 million in its second weekend. Up, not down. A 25 percent rise after expanding to roughly 2,650 theatres. That almost never happens anymore.

The maths is the fun part. The film reportedly cost about $7 million. Its running total is already past $45 million, and the word of mouth is doing the work the marketing budget could not. Clayface, by comparison, carries a price tag around $100 million, so a $24 million opening there is fine rather than thrilling. One of these two studios is sleeping very well this week.

What I like about this story is that it is the old model working again. Open small, let the people who see it drag their friends along, add screens when the demand is real. I had not planned to see it this week and now I feel like I have to, just to understand what everyone is talking about. Have you seen it, and did it deserve the jump?