It's interesting to see the instant cult status Malignant has accrued as it bombs in the box office. This used to take a few years to develop, but I suppose with social media and whatnot things happen faster. Even if it looses money at the beginning it'll make a profit eventually in merchandising: t-shirts, Gabriel yard figures (probably a Spirit Halloween exclusive), a mug emblazoned with the film's decorative murder weapon - all the things that movies like Trick 'R Treat and Killer Klowns From Outer Space (which were hardly given releases at first) have now.