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Edition: U.S. Article Comments (0) Email Print Reprints Read Bin Laden blames French policy for abductions -TV 8:07am EDT Apple delays white iPhone until next spring 26 Oct 2010 Special Report: Sleepy in Seattle - Microsoft learns to mature 10:13am EDT Fed looks set for new round of monetary easing 8:19am EDT Special report: Faked in China: Inside the pirates' web 26 Oct 2010 Discussed 87 Republicans poised to win House and gain in Senate 64 Special Report: The haves, the have-nots and the dreamless dead 56 Special report: Conservative donors let Christine O’Donnell sink Watched Russian spy poses for Maxim Tue, Oct 19 2010 Mexico's 20-yr old police chief Thu, Oct 21 2010 Indonesia volcano ash blankets towns 1:31am EDT Horror pictures face brutal rivalry at box office Tweet This Share on LinkedIn Share on Facebook By Carl DiOrio LOS ANGELES (Hollywood Reporter) - At the box office, where blood has been flowing freely this month, a final showdown looms for Halloween weekend. Lionsgate's "Saw" franchise, whose previous installment "Saw VI" was pretty anemic,... Related News UPDATE 1-'Paranormal 2' rules North American box office Sun, Oct 24 2010 'Paranormal 2' leads North American box office Sun, Oct 24 2010 "Paranormal 2" sequel set to rattle box office Thu, Oct 21 2010 "Jackass" daredevils top box office for third time Sun, Oct 17 2010 "Jackass" daredevils top box office for third time Sun, Oct 17 2010 Related Topics Fashion » Entertainment » Zagat Power Lunches » Film » Earnings » By Carl DiOrio Wed Oct 27, 2010 3:58pm EDT LOS ANGELES (Hollywood Reporter) - At the box office, where blood has been flowing freely this month, a final showdown looms for Halloween weekend. Lionsgate's "Saw" franchise, whose previous installment "Saw VI" was pretty anemic, is looking for a fresh transfusion by promising moviegoers that this time around the sadism will jump from the screen in 3D. But it faces formidable competition from the second weekend of Paramount's "Paranormal Activity 2," which has bewitched crowds with its low-tech approach to scares that are more suggestive than graphically violent. Hollywood's seasonal, fall flirtation with relatively low-budget blood-and-gore movies might look as if it's simply an appeal to moviegoers' baser instincts, but audiences can be discerning and the competition brutal. Starting just before Labor Day, studios annually trot out a frightfest of slasher pics and other horror films. This year's ghoulish conga line was particularly crowded. A few movies, like Universal's "Devil," with a domestic gross of $32.4 million, posted modest returns, while others, such as Paramount Vantage's "Case 39" ($12.7 million) and Relativity/Overture's "Let Me In" ($11.6 million), were left bleeding at the side of the road. Why do the studios force so many horror pictures into such a narrow window? The answer has as much to do with economics as it does Halloween tie-ins. Genre-picture distributors gravitate toward early fall partly because they don't have to face major tentpole releases, giving movies with more modest ambitions space to operate. That's literally true in multiplexes, where screens are more available than during most other times of year, but the absence of major titles also makes prospective patrons more likely to focus on the marketing messages for less star-driven fare. Because horror pictures tend to boast skimpy marketing budgets, they need to find a setting where they can maximize their dollars. "This is one of the few genres you can sell on the cheap," said Robert Marich, editor of MarketingMovies.net. "A good YouTube trailer with some gory scenes is a cheap and effective way to go. That mechanism doesn't work for a lot of other genres, but all the youth-oriented media are highly engaged with horror films." Horror pictures toting modestly bigger negative costs -- like the Universal-distributed Rogue release "My Soul to Take," a $30 million production including 3D conversion costs -- are more likely to augment cyber-campaigns with traditional TV advertising. But even there, marketers tread lightly and tend to lean on the less-costly basic-cable buys including Syfy, FearNet and Chiller. (Horror ads also show up occasionally on the somewhat pricier and youth-rich MTV.) Even the most expensive horror campaigns seldom cost more than high-teen millions, and marketing on less ambitious pictures generally is confined to the single-digit millions. "Horror films tend to be low-budget and high-concept, with a rapid burn-off in the marketplace," Marich said. "They're in the fall because it's essentially a dumping ground as an off-peak period, and with Halloween you do have some topicality." This fall, though, the onslaught of releases, even some with impeccable genre credentials, might have cannibalized one another. Even though it carried the imprimatur of writer-director Wes Craven, whose credits range from the original "A Nightmare on Elm Street" to the "Scream" trilogy," the serial-killer movie "Soul" has taken in just $14 million during its first three weekends. "Let Me In," a remake of the critically admired 2008 Swedish teen vampire tale "Let the Right One In," earned an 89% approval rating at Rotten Tomatoes. But though it was billed as the first film from director Matt Reeves since his breakout hit "Cloverfield," moviegoers gave it the cold shoulder. Still, if a horror film hits, it quickly can develop a rabid fan base. Even though "Saw VI" showed signs of franchise fatigue with a $14.1 million bow and $27.9 million total domestic haul last year, over the long run, the series has provided Lionsgate with a nice annuity. The studio will try to get one more round of extra-dimensional play out of the series with "Saw 3D." The calculation is that 3D enthusiasm will re-engerize the fan base with a must-see sense of urgency. 1 2 Next Fashion Entertainment Zagat Power Lunches Film Earnings Add a Comment *We welcome comments that advance the story directly or with relevant tangential information. We try to block comments that use offensive language or appear to be spam and review comments frequently to ensure they meet our standards. If you see a comment that you believe is irrelevant or inappropriate, you can flag it to our editors by using the report abuse links. Views expressed in the comments do not represent those of Reuters. © Copyright 2010 Thomson Reuters Editorial Editions: Africa Arabic Argentina Brazil Canada China France Germany India Italy Japan Latin America Mexico Russia Spain United Kingdom United States Reuters Contact Us Advertise With Us Help Journalism Handbook Archive Site Index Video Index Reader Feedback Mobile Newsletters RSS Podcasts Widgets Your View Analyst Research Thomson Reuters Copyright Disclaimer Privacy Professional Products Professional Products Support Financial Products About Thomson Reuters Careers Online Products Acquisitions Monthly Buyouts Venture Capital Journal International Financing Review Project Finance International PEhub.com PE Week FindLaw Reuters on Facebook Thomson Reuters is the world's largest international multimedia news agency, providing investing news, world news, business news, technology news, headline news, small business news, news alerts, personal finance, stock market, and mutual funds information available on Reuters.com, video, mobile, and interactive television platforms. Thomson Reuters journalists are subject to an Editorial Handbook which requires fair presentation and disclosure of relevant interests. NYSE and AMEX quotes delayed by at least 20 minutes. Nasdaq delayed by at least 15 minutes. For a complete list of exchanges and delays, please click here.

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