Glasshouse Summer has topped the weekend box office for a fourth consecutive week, a rare feat for a romantic comedy and a remarkable one for a film that opened in fourth place. Against a modest production budget, it is now the season’s most profitable release.
A slow-burn success
Industry analysts point to unusually strong repeat attendance, particularly among groups of friends. The film’s second weekend actually grew on its first, something that typically only happens with films carried by recommendations rather than marketing.
What it means for studios
Mid-budget comedies have largely moved to streaming over the past decade. Glasshouse Summer’s run is already being cited as evidence that audiences will turn out for them in cinemas if the film is good and the release is patient.
