Cinema

Winter storm Fern freezes out the box office | Weekend of January 23, 2026

'Mercy,' 'Return to Silent Hill,' and other releases got walloped by a major winter storm.
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This past weekend was exceptionally quiet at the box office, though that’s not entirely unexpected for late January, which is historically one of the softest periods on the release calendar. Still, it marked the lowest-grossing weekend in a while. 

The slowdown wasn’t just seasonal fatigue—Winter Storm Fern delivered a one-two punch across much of the country, coating large swaths of the U.S. in ice and snow. With hazardous driving conditions and theater closures across roughly two-thirds of the country, moviegoing understandably took a back seat.

A silver lining: Despite the rough weekend, the year-to-date box office remains in solid shape, currently tracking +8% ahead of the same point last year. That’s an encouraging signal as the industry works through the post-holiday reset.

Chris Pratt shows no 'Mercy' to winter weather, storms into theaters

A few notable new entries managed to break through the weather. Mercy debuted at #1 in both admissions and revenue, delivering 17% of admissions and 20% of box office. That’s a respectable opening for a sci-fi thriller, particularly given the extreme weather conditions that kept many potential moviegoers at home. However, mixed-to-poor reviews make a breakout run unlikely unless word of mouth improves quickly.

Also new to the top 10 was Return to Silent Hill, the third installment in the long-running horror franchise and one of the earliest video game adaptations to hit the big screen. The Silent Hill brand has had a complicated theatrical history: Sony’s 2006 original was a surprise hit, grossing $100.6M worldwide, while the 2012 3D sequel, released by Open Road, dropped off sharply.  

This latest entry, now handled by Iconic Events, opened weakly, though it’s fair to note the weather likely suppressed turnout. With poor critical reviews, no CinemaScore, and a modest $23M budget, the film faces an uphill climb to profitability.

“Comedy Queen” to “Scream Queen”: Rachel McAdams masters a new genre

Opening wide this weekend is Send Help, an R-rated horror thriller starring Rachel McAdams and Dylan O’Brien. While on a business trip, Linda (McAdams) and her boss, Bradley (O’Brien), are the only survivors of a plane crash. As their roles flip, they need to find a way to stay alive.  

The pairing is a smart hook on its own — McAdams stepping back into darker, more psychologically intense territory, and O’Brien continuing his strong post-Maze Runner run.  

Early chatter suggests the film leans more into tension and character-driven dread than jump-scare overload, which may help it break through to audiences looking for something edgy.   

Shelter, starring Jason Statham and Bill Nighy also opens this weekend. A recluse's solitary life on a remote coastal island is shattered when he rescues a young girl from a brutal storm. Now, with danger closing in, he must confront the demons of his past to protect her, forcing them both into a desperate fight for survival. While Shelter stands to benefit from Statham’s reliable action appeal, limited marketing could keep it to a smaller turnout.

New to the pack

While Zootopia 2 maintains its reign in the top three yet another week, another animated animal comedy looms. GOAT, a family release, comes out February 13. Family is a category the industry always welcomes for its ability to drive broader audiences and repeat visits, especially over long weekends and school winter breaks.  

All told, while January is going out with a whimper, the broader trajectory remains positive. February is typically a quiet month but does tend to outperform January, especially when a few well-positioned titles connect.

How The People Platform's audience measurements can help drive insights

  • How many tickets will be sold this coming weekend? Find out on our next Cinema Ranker and follow us on LinkedIn to stay up to date with the cinema industry.
  • To learn more about The People Platform's Audience Measurement, click here.
  • Don't forget to also explore the broader suite from The Marketing Cloud to unlock AI-driven solutions across market research, comms, creative, and media.  

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