Buddy horror-comedy sets box office records for Roadside Attractions

The horror-comedy film ‘Buddy’ has achieved significant box office success, debuting at the number six spot in the domestic market with $5.36 million from 1,258 screens. This performance exceeded initial tracking estimates of $2.5 million and represents a record-breaking opening for Roadside Attractions and Saban Films. For Saban Films, it marks the highest opening in the company’s 12-year history.

Directed by Casper Kelly, the R-rated parody centers on a surreal 1990s children’s television show featuring a giant orange unicorn named Buddy, voiced by Keegan-Michael Key. The film’s plot follows a woman, played by Cristin Milioti, who discovers a connection between a missing child and the forgotten television series.

Industry executives noted that the film’s success was bolstered by an unprecedented online marketing campaign involving a ‘Buddy’ persona that engaged fans via text and social media. The film is seeing strong engagement from audiences under 35 and Hispanic viewers.