Sam Raimi is stepping back into the spotlight with a survival thriller that’s poised to dominate late-January box office charts.
His new R-rated film “Send Help” is targeting a $14 million to $17 million opening weekend across 3,475 theaters, with industry insiders betting it could surpass those projections thanks to strong word-of-mouth.
The timing couldn’t be more critical, as theaters desperately need a win after winter storms contributed to the year’s weakest collective weekend.
But can Raimi’s return to horror—his first since creating the “Evil Dead” franchise and directing cult favorites like “Drag Me to Hell”—rescue theaters from their S.O.S. moment?
Raimi Returns to Horror Roots with Island Survival Thriller
The Spider-Man trilogy director traded web-slingers for a deserted island, crafting a story that Variety chief film critic Peter Debruge called refreshingly unpredictable.
“Send Help” stars Rachel McAdams and Dylan O’Brien as an overlooked employee and her toxic boss who become stranded after their plane crashes. With a $40 million production budget, Disney and 20th Century are banking on original horror’s recent momentum to carry the film beyond its opening weekend.
What’s so much fun about ‘Send Help’ is how unpredictable it manages to be for most of their time on the island.
International markets are expected to contribute another $10 million to $12 million, giving the film a solid global foundation. Horror enthusiasts are particularly excited about Raimi revisiting the genre that made him a household name among genre fans.
YouTuber Markiplier Brings Gaming Phenomenon to Theaters
Trailing “Send Help” is “Iron Lung,” a sci-fi thriller projected to capture second place with around $10 million.
What makes this release extraordinary is its creator: Markiplier, whose real name is Mark Fischback, wrote, directed, financed, stars in, and is self-distributing the film. With 73 million followers across digital platforms—including 38 million YouTube subscribers—he’s leveraging unprecedented social reach for theatrical distribution.
Based on the 2022 video game, “Iron Lung” follows a convict exploring a moon planet with a “blood ocean” in search of natural resources. The post-apocalyptic thriller represents a bold experiment in creator-led cinema, testing whether massive online followings translate to ticket sales.
Documentary About Melania Trump Faces Box Office Reality Check
Perhaps the weekend’s most financially precarious release is “Melania,” a documentary chronicling 20 days before Donald Trump’s second presidential inauguration.
Amazon MGM spent $40 million acquiring rights, then reportedly shelled out another $35 million on marketing—staggering figures for any documentary, let alone one projected to earn just $3 million to $5 million opening weekend.
That seven-figure start would be noteworthy for typical documentaries but represents a potential disaster against $75 million in combined acquisition and marketing costs. Amazon MGM is releasing “Melania” across 1,500 domestic theaters, hosting a world premiere at Washington D.C.’s newly renamed Trump-Kennedy Center.
Brett Ratner directed the film—his first project since sexual assault allegations derailed his career in 2017. His credits include “Rush Hour” and “X-Men: The Last Stand,” though his involvement adds another layer of controversy to an already politically charged release.
Political Backdrop Complicates Documentary’s Reception
The film opens against intense political unrest, with ICE raids in Minneapolis and elsewhere prompting bipartisan backlash.
President Trump himself has promoted “Melania” as a “must watch” on social media platforms. Thursday night’s premiere expects attendance from Melania and Donald Trump, along with Dr. Mehmet Oz, Dr. Phil, Pete Hegseth, and Robert F. Kennedy Jr.
Whether political interest translates to theatrical attendance remains the weekend’s biggest financial question mark.
Jason Statham’s “Shelter” Faces Uphill Battle
Rounding out new releases is “Shelter,” an R-rated action-adventure projecting a modest $5 million to $7 million debut against its $50 million production budget.
Director Ric Roman Waugh—known for Gerard Butler action thrillers like “Greenland” and “Angel Has Fallen”—helms this story about a reclusive man who triggers violent consequences after rescuing a young girl from drowning during a storm.
Newer distributor Black Bear is releasing the film, with upcoming releases including Matthew McConaughey’s “The Rivals of Amziah King,” ensemble comedy “Spa Weekend,” and Guy Ritchie’s “Wife and Dog” scheduled for coming months.
Can Original Horror Save Theaters?
“Send Help” represents exactly what theaters need: original content with established creative pedigree and genuine audience enthusiasm.
Raimi’s track record suggests he understands how to balance commercial appeal with creative risk-taking. His “Spider-Man” trilogy grossed billions while maintaining distinctive directorial fingerprints, and his horror work remains influential decades later.
If “Send Help” exceeds projections and demonstrates staying power beyond opening weekend, it could signal renewed appetite for filmmaker-driven genre entries. Theater owners are certainly hoping Raimi’s island survival thriller provides the rescue mission their recent box office desperately needs.
With varied competition—from YouTube-creator experiments to politically charged documentaries to traditional action fare—this weekend offers a fascinating snapshot of theatrical diversity in 2025.