Jemaine Clement and Taika Waititi’s social media saturation campaign pays dividends in the film’s opening week and even inspires some #deliciousnecks action at the World Cup in Brazil as Luis Suarez fangs Italy’s Giorgio Chiellini.
At the end of its opening weekend What We Do in the Shadows had racked up $559,104 (including a bit of preview action) from 61 screens to sit in second place, $25,000 behind 22 Jump Street. As the week wears on, the word is that What We Do has been out-performing Jump Street and might end the week in the #1 spot.
It’s a very solid start – almost as solid as Boy’s opening weekend – and bodes well for the run. What We Do has already overtaken the combined takes of other NZ titles released this year and looks set to overtake last year’s highest earners, Tearapa Kahi’s Mt Zion ($1,283,764) and Andrew Adamson’s Mr Pip ($1,103,514).
Overseas, What We Do continues its run of festival appearances. It’s just been announced in the Midnight section for Karlovy Vary. It will also go head to head with Housebound in competition at Switzerland’s Neuchatel International Fantastic Film Festival. The 14-title competition also includes NZIFF-selected It Follows and White God, which won in Cannes’ Un Certain Regard competition last month.