'Obsession' crossed $100 million overnight, Jason Blum said, after doing something no film has since 'E.T.' by rising for two straight weekends after opening.
Blum tied that momentum to directors who built audiences online, saying YouTube-bred filmmakers are unusually focused on test-screening reactions and connect more directly with younger moviegoers.
That strategy also underpins A24's 'Backrooms,' directed by Kane Parsons, which opened Friday and is projected to reach as much as $90 million in its debut weekend.
Blum said Blumhouse's recent rebound followed internal changes about a year ago, including a renewed push into low-budget films from first-time and non-traditional directors.
At the merged Blumhouse-Atomic Monster, he said the long-term goal is to keep adapting rather than get comfortable, with an ambition to become the 'Disney of horror' within five years.