Fast arriving is our favorite fun holiday.  It is that “tween season”, where costumes, candy, scream theater, temporary retailers and the biggie, home decorations, are midway b/t B2S and the Holiday Season.  While it is ONLY a $7½B to $10B excursion, it’s by far the best ride the economy has from Sept to Nov. (Talking about “best ride”, today H-Ween permeates zoos & amusement parks with themes & screams.) The beauty of H-ween is its ugliness.  Somewhere b/t the sweetness of Russell Stover chocolates and the sourness of Sweet Tarts is 10/31.  In every way H-Ween is a grave season, a season where hearses are better appreciated than horses.  A season where goblins, ghosts and ghouls rule the barnyards, the mansions and K-12 schools.  By the time Wk I & II of Sept have calendared, “Trick or Treat” packs by Brach’s, M&Ms & Hersheys fill shelves in grocery stores, drug stores, etc. Rubie’s costumes & make up kits are clearly displayed next to Pumpkin Masters’ carving sets & greeting cards by American Greetings, Gibson & Hallmark. This 6 Wk season ± features appropriate H-Ween covers & content from Family Circle, Better Homes & Gardens, Good Housekeeping, etc. Special themed fruit roll ups from Betty Crocker & Gen’l Mills as well as black cat collectibles from The Danbury Mint ($40) and The Hamilton Collection ($30) are easily available. It is also a season where darkness prevails & sunlight is a travail. It is a season where manicures & peticures stand hand to toe & tail to tale with Howliween & Hollyween. To that last point we tribute the BIGGEST H’Ween BOXES of ALL TIME. (Our list below is a potpourri. We used IMDB’s H-Ween list and then augmented it with any horror type flick that opened in Sept or Oct b/t 1982 & 2013 [] whose box office when grown in 2014 $$ to $100M or more. As you can see there are 28 movies on our list. Flicks such as Fatal Attraction[‘87] & Red Dragon [‘02] didn’t make the cut b/c we deemed them as NON-H-Ween flicks.)

Our list may be lacking but we’re H-Ween tracking. All time horror flicks such as Fri The 13th, Prt 3(’82), The Birds (’63), The Fly & Little Shop of  Horrors(‘86) and Psycho 2 (’83) did NOT make the list b/c their box  offices corrected to 2014 $$ DID NOT do $100M. Such ALL TIME faves however, as Psycho (’60), The Exorcist (’73), Silence of the Lambs (’91), Rosemary’s Baby (’76) and even Frankenstein (’31) did make the list on your left. The RUNAWAY #1 was The Exorcist (’73) with a corrected 2014 DOMESTIC BOX of $1.25B. WOW! Young Frankenstein’s DOM BOX (#2) did 1/3 of that! 19 of the 28 (over 2/3) were R rated flicks which speaks to horror but NOT USUALLY TO BIG BOXES!  Finally, we must comment on the TINY Prod Budgets of most tabled HORROR FLICKS. In 2014 $$, 21 were less than $50M. WOW! Our fave is Paranormal(‘09) with a BOX of $119.65M and a Prod Budget of $20,000 corrected, WOW! $20,000, what an investment!

About bernacmd

For over 24 years, University of Detroit Mercy Marketing Professor Michael Bernacchi, Ph.D., J.D, has produced "uNDER tHE mIKE-rOSCOPE", a newsletter discussing current "marketing and advertising¹s bends, trends & ends." A well-know fixture in Detroit and national media, UDM's marketing guru has made several appearances on CNN's "Talk Back Live," the Voice of America worldwide radio network (VOA), ABC, CBS, NBC, MSNBC and on the pages of Sports Illustrated, Time, TV Guide, the New York Times, USA Today, the Wall Street Journal and the Washington Post, to name a few. At University of Detroit Mercy, he has taught courses in Marketing Management, Consumer Behavior, Marketing Communications, Research and Corporate Social Responsibility and Sports and Entertainment Marketing. Michael Bernacchi can be reached at 313-993-1116 or Please appropriately attribute the following for their work on uNDER tHE mIKE-rOSCOPE: Yen Ju Lee Robert Rouse Vidhyasagar Natarajan Eric Baumgardner & Ian Young
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