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'It doesn't stick to the rules': The reason Sinners has become a true box-office sensation

Nicholas Barber
Warner Bros A still of Michael B Jordan as twins Smoke and Stack in Sinners (Credit: Warner Bros)Warner Bros

After great reviews and buzz, Ryan Coogler's vampire film had an extraordinary second weekend at the box office. It's a victory for a wholly original big-budget film in a cinema landscape dominated by familiar franchises.

In less than a fortnight since it was released, Sinners has already made more money at the US box office than Disney's Snow White. Could Ryan Coogler's vampire film go on to overtake two more of this year's Disney hits, Mufasa: The Lion King and Captain America: Brave New World? It's definitely possible. The Hollywood Reporter calls Sinners a "rule-defying" proposition that "continues to defy all the odds", because it was almost as lucrative in its second weekend in US cinemas as it was in its first, earning $45m (£34m) against its opening $48m (£36m). "Put another way, Sinners boasts the smallest second-weekend decline for any film opening north of $40m since 2009's Avatar and the smallest ever for an R-rated horror title," says the article. Meanwhile The Wrap predicts that it will be "the highest-grossing original live-action film in the US since Alfonso Cuaron's Gravity in 2013". Its current worldwide box office total stands at $161m (£120m), against a $90m (£67m) budget, and it likely has a long distance left to run. Sinners is a winner – just a week after a sceptical article by Variety sniffed that "profitability remains a question mark".

Because it isn't a generic, IP-based exercise, audiences know that they're going to discover more on a second viewing

Perhaps this shouldn't come as a shock. The director of Creed and the Black Panther films, Coogler is adept at taking familiar Hollywood genres (sports drama, superhero blockbuster) and putting his own distinctive-yet-crowd-pleasing stamp on them. But he has gone a step further than usual this time. Featuring Michael B Jordan as a pair of twins defending their juke t from vampires, Sinners is a horror film – but it's also a blues musical, a gangster thriller and a deeply-researched period drama about Mississippi in the 1930s. It doesn't stick to the rules of one particular genre, and it isn't based on existing intellectual property (IP), so audiences don't come to it knowing how it's all going to play out. Thanks also to some carefully-vague trailers, viewers get to discover the story for themselves – which is an increasingly rare treat. Reviewing a new Hollywood film often comes down to answering one question: "Is it slightly better or slightly worse than every other Marvel/ DC/ Star Wars/ Alien /Jurassic World/ King Kong film I've seen">window._taboola = window._taboola || []; _taboola.push({ mode: 'alternating-thumbnails-a', container: 'taboola-below-article', placement: 'Below Article', target_type: 'mix' });