One year after the success of the original "Paranormal Activity" the hit sequel has broken records with its box-office performance. According to Yahoo! Movies Box Office report, "Paranormal Activity 2" grossed $41 million in their opening weekend.
The success of the horror hit relies on multiple factors that all come together for a box office success. Releasing horror films around Halloween is a natural boost to a film's success, but even without Halloween, "Paranormal Activity 2" may have broken box office records.
Marketing
The original "Paranormal Activity" benefited from word of mouth. The movie slowly spread through theaters across the country until it received a wide release.
The sequel wasted no time going into a production and promotion started on "Paranormal Activity 2" while buzz was still booming for the first film.
Instead of going with an over-budgeted in-your-face CG filled sequel, the movie stuck its roots and used relatively the same format. The trailer gave little away, and viewers were led to the movie with only knowledge of the first film.
Animals & Babies
"Paranormal Activity" featured a young couple that people could have easily hated. This time around, the film makers smartly threw in a dog and a baby.
The general public has an emotional attachment to these innocent creatures and seeing them in peril only heightens the fear, suspense, and involvement with the movie. Without the addition of dogs or a child the film would have felt too much like the original and may not have been as successful.
Style
Choosing atmosphere over substance has proven successful for the horror series. The film is easy to follow and focuses on the small details that movie-goers concentrate on.
The style helps "Paranormal Activity 2" stand out from other horror movies that emphasize gore. Movies like "Saw 3D", "The Final Destination", and "Friday the 13th" focus on the "shock-factor" with blood, gore, and glorified weapons. This helps set "Paranormal Activity 2" apart and more unique in the genre.
Real Ghosts
Television shows like SyFy's "Ghost Hunters", Bio's "Celebrity Ghost Stories", and Travel Channel's "Ghost Adventures" have put true-life ghost stories in the lime-light.
These shows are easily comparable to the movie and people can often feel like they are watching fact rather than fiction.
Ghost sightings and stories have been told for years. A creak in the attic, a noise in the basement, and so much more that people feel like the movie sets are actually recreations of their own home.
While movies like "Saw 3D" are clearly unrealistic, many people feel like the events "Paranormal Activity 2" could happen to them, increasing the movie's fear.
The true success of the series will come with the inevitable third sequel film. Filmmakers will have to create a unique perspective on the series while still providing the same elements that have made the first two films so popular.
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