What Comes Next
A sequel is already in development, though deals for Feig and Sweeney haven’t officially closed. All parties remain confident agreements will finalize soon.
The follow-up features four substantial roles—two male, two female—with talent agencies already aggressively pitching their top clients for consideration.
The film’s success may also influence Amazon’s strategy for “A Simple Favor 3.” While initially planned as streaming-only, the studio might now consider theatrical release. Though Amazon hasn’t released official numbers, “Another Simple Favor” reportedly garnered more than 50 million views—a massive performance that could translate powerfully to theaters.
Other studios will undoubtedly attempt replicating “The Housemaid” playbook. Whether they can remains to be seen—but one thing is certain: female audiences are hungry for content made specifically for them, and they’ll turn up in droves when given compelling reasons to head to theaters.
Sydney Sweeney’s spontaneous idea to appear on “Celebrity Family Feud” wasn’t just good fun—it became a marketing masterstroke that helped propel “The Housemaid” into a global box office phenomenon.
The erotic thriller has already raked in more than $140 million worldwide against a modest $35 million budget, proving that female-driven mid-budget films can still dominate in today’s franchise-heavy landscape.
And it all started with a lightbulb moment on set.
Director Paul Feig is now watching his latest film defy industry expectations, heading into its fourth weekend with momentum that shows no signs of slowing.
From Set Inspiration to Viral Marketing Gold
While filming a tension-filled scene featuring an old “Family Feud” episode in early 2025, Sweeney had an epiphany that would change the film’s marketing trajectory.
Syd goes, ‘We’ve got to go on Family Feud.’ And I was like, ‘That’s a hilarious idea.’
Feig immediately called Lionsgate with the pitch. The studio’s response? Make it happen.
The December 4th episode featuring Feig, Sweeney, Amanda Seyfried, and Brandon Sklenar became an instant viral sensation. According to Talkwalker Social Content Ratings, the appearance drove 1.5 million video views within the linear window—setting the perfect stage for the film’s December 19th release.
Star Power Meets Strategic Savvy
Lionsgate film group chair Adam Fogelson credits Sweeney’s willingness to embrace unconventional promotion as a key factor in the film’s success.
Sydney understands her brand as well as anyone I’ve ever met, and her willingness to go on ‘Celebrity Family Feud’ should not be treated lightly. You could imagine somebody with that level of star power sort of saying, ‘I’m not sure I want to do that.’ And Sydney not only did it, she did it with joy.
Sweeney didn’t just star in the film—she executive produced it, demonstrating her commitment beyond just showing up on camera. Her understanding of brand synergy and audience engagement helped transform what could have been just another thriller into a cultural moment.
Defying Box Office Gravity
“The Housemaid” enjoyed the best hold of any film in release last weekend, dropping just 1% from the previous frame. Currently second only to “Avatar: Fire and Ash” in mid-week tallies, the film is expected to finish its theatrical run between $225 million and $275 million globally.
In an unusual twist, international markets may actually outpace domestic returns. France alone has generated $18 million to date, where the film was strategically marketed as an erotic thriller.
The thriller continues rolling out internationally, with Germany launching January 15th and South Korea following January 28th.
Female Audiences Remain Hollywood’s Untapped Goldmine
For Feig, who previously delivered hits like “Bridesmaids” and “A Simple Favor,” the success reinforces what he’s known all along: Hollywood consistently underestimates female moviegoers.
Hollywood has a lot of excuses for why they don’t want to do a movie that services them because they don’t think women will show up and they’re wrong.
Based on Freida McFadden’s bestselling novel, “The Housemaid” already enjoyed a dedicated fanbase before cameras rolled. Casting the ascendant Sweeney only amplified that built-in audience.
Fogelson, who previously greenlit “Fifty Shades of Grey” and “Bridesmaids” at Universal, sees massive untapped potential in female-driven content.
There’s more opportunity with the female audience than Hollywood has been taking advantage of. And whether it’s movies targeting the female audience more explicitly or books that are working for that audience that can be made into satisfying films, I certainly think this will only help amplify that.
Lionsgate’s Hot Streak and Business Model Advantage
“The Housemaid” marks Paul Feig’s third consecutive win since becoming chair of Lionsgate’s motion picture group. His other greenlit projects have similarly connected with audiences:
- “The Long Walk”: $63 million earned on a $20 million budget
- “Now You See Me: Now You Don’t”: $220 million against a $90 million production cost
This trio of successes helped Lionsgate escape a prolonged cold streak throughout much of 2025.
Lionsgate’s competitive advantage lies in operational efficiency. With annual overhead of roughly $100 million compared to legacy studios’ $800 million, the company can profitably produce mid-budget films that major studios increasingly avoid.
People tend to write that small and mid-size films just can’t work in Hollywood anymore. That is flat-out untrue. Because of our lower overhead and greater marketing efficiencies, we’re able to run a business on these types of films, in addition to tentpoles like ‘The Hunger Games,’ the ‘Twilights’ and the ‘John Wicks.’ It just creates a very different business opportunity.
What Comes Next
A sequel is already in development, though deals for Feig and Sweeney haven’t officially closed. All parties remain confident agreements will finalize soon.
The follow-up features four substantial roles—two male, two female—with talent agencies already aggressively pitching their top clients for consideration.
The film’s success may also influence Amazon’s strategy for “A Simple Favor 3.” While initially planned as streaming-only, the studio might now consider theatrical release. Though Amazon hasn’t released official numbers, “Another Simple Favor” reportedly garnered more than 50 million views—a massive performance that could translate powerfully to theaters.
Other studios will undoubtedly attempt replicating “The Housemaid” playbook. Whether they can remains to be seen—but one thing is certain: female audiences are hungry for content made specifically for them, and they’ll turn up in droves when given compelling reasons to head to theaters.