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When you roll in the previews with Friday, then  Saturday made .6M.

Starting five weeks out from release, they had a digital push across core kids and social platforms like You Tube Kids, Facebook, Instagram and Pinterest.

In July, the outdoor campaign included top markets, with an in-stadium and in-flight presence as well.

Last month, ‘s  TV campaign targeted all of the major kids, family, and Hispanic networks, and cable outlets such as Cartoon Network, Disney XD, Nickelodeon, USA, TBS, Univision and Telemundo.

Whenever a studio does that, especially with a horror film, they have to make sure they have the goods, as they premiere the pic before critics. The trick with any sequel is justifying its existence, and her team made good on their promise in their one sheet –“You Don’t Know the Real Story”– and its trailer, showing how this tormented doll’s soul came to be via a family tragedy.

New Line knew it would work, garnished great reviews out of the fest, and ratcheted up their Rotten Tomatoes score to 100%, where it remained in the weeks leading up to the pic’s opening. The studio built out the narrative first in the trailer, then applied the screams.