Tonerland Team 
Introduction
August's box office is heating up with a genre-mixed weekend that gives audiences plenty of reasons to head to the theater.
The Big Release
Insidious: Out of the Further continues the long-running horror franchise, bringing back its blend of supernatural dread and jump scares for a new generation of fans, ahead of the previously shelved Looney Tunes film Coyote vs. Acme finally reaching screens later in the month.
Counter-Programming
Alongside the horror release, the female-led comedy Spa Weekend and the tense thriller It Ends give audiences looking for something lighter or more suspenseful plenty of alternatives at the multiplex.
Why This Weekend Matters
Late summer weekends are traditionally softer for box office, making a varied slate like this important for keeping theater attendance steady before the fall release calendar picks up.
What's Next
With several more anticipated titles queued up for the rest of August, including action films and long-awaited passion projects, exhibitors are hoping the momentum continues into the final weeks of summer.
