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Why Horror’s Famous Box Office Multiples Are Marketing Math — and What to Track Instead

Obsession and Backrooms have Hollywood chanting "horror is hot" again, armed with the genre's favorite party trick: the box office multiple. But a multiple is a headline, not a financial statement. Here's why the industry's most-quoted number is also its most misleading — and which metrics actually tell you whether a scary movie made money.

By Nathan Richardson August 2, 2026 8:39pm
Why Horror’s Famous Box Office Multiples Are Marketing Math — and What to Track Instead