America's fixation on superhero films can make good money, or even "super money" at the opening box office — even if reviews are horrible.
DC's March release of "Batman vs. Superman" is proof of that, and this weekend's monster debut of "Suicide Squad" also proved that a movie can defy the poison pen of critics.
The film about a cadre of super-villains who save the world showed that sometimes, bad guys finish first. 'Suicide Squad' rang up more than $135 million in receipts this weekend, shattering an August record and breathing life into a weak summer box office. It begs the question of why movie goers are willing to shake off the effects of lousy reviews.
It's all in the branding, Paul Dergarabedian, a Comscore senior media analyst, told CNBC recently.
"Suicide Squad," an action flick with a star-studded cast but bleak critic reviews, hit the silver screen on Friday. The film, about a team of villains on a mission, only garnered only 27 percent from Rotten Tomatoes, a movie review aggregator.
However, the Rotten Tomatoes effect didn't lead to empty seats at the movie theater. That's because the target audience is not movie critics but rather hardcore comic book fans, Dergarabedian told CNBC's "Power Lunch" last week.
He cited the branding and allure of the casting for a successful movie recipe. In an age where streaming content is readily available on screens at home, Dergarabedian said star casting and beloved characters can make people get up from their couches.