Here’s the unfortunate hard truth despite Warner Bros.’ best intentions to get a vibrant, zany, and fun filmmaker like Gunn to resuscitate the Suicide Squad brand: For weeks, many read the tea leaves and saw that The Suicide Squad was destined to have a bad time at the B.O.; that the movie had bigger inherent problems: It’s hard to rebound a franchise, even with an installment that has excellent reviews and a great director, after the first 2016 film wasn’t received well by fans, and the follow-up Birds of Prey even significantly less-so.
Gunn’s Suicide Squad arrives with a B+ CinemaScore, the same grade as David Ayer’s Suicide Squad and the 2020 spinoff Birds of Prey. Posttrak at 83% positive was higher than the first Suicide Squad which was 73% positive, and it nabbed four stars and a 62% recommend like Birds of Prey. Gunn’s Suicide Squad also saw the under 25 audience at 34% giving the film an A- and 63% of the under 35 demo also bestowing an A- (By the way, the first Suicide Squad also earned an A- among the under 35, however, they turned out at 76% the first time around). But when you’re giving the film out for free to HBO Max subscribers, it’s hard to translate that good word of mouth into bucks on a Saturday night. Part of what propped Disney’s grosses up at the box office on Black Widow and Jungle Cruise, is the fact that they’re at least charging for each title at $29.99 a pop (the business notion is, as weak as it is, that the in-home price is more expensive than the average price of a movie ticket, which will hopefully persuade people to see it on the big screen. Still, $29.99 is quite the bargain for even a family of three).
Also, many will argue that marketing dropped the ball here in not distinguishing the pic’s title: Is it a sequel? It is a reboot? What message are we trying to transmit to the consumer? Even if the number ‘2’ wasn’t in the title, add some more words in the title to indicate a purely different film in the series, i.e. ‘The Suicide Squad Goes To The Jungle’. Anything. If Warners was looking for a reboot, then that would have entailed switching out all the characters in the movie, which would have meant leaving Margot Robbie’s Harley Quinn out.