Theaters are finally enjoying the return of a diverse and dynamic box office, and this weekend’s standout is Neon’s original horror film Together, which broke through a studio-dominated top ten to earn $10.9 million on 2,302 screens, securing the No. 6 spot at the domestic box office.
Directed by Michael Shanks in his feature debut, Together premiered at Sundance to strong critical reception. Neon’s strategic non-holiday Wednesday release generated early momentum, aided by buzzy early access screenings and a wave of viral social marketing.
Plot and Cast
Together stars Dave Franco and Alison Brie (real-life couple) as a pair who relocate to the countryside to escape the chaos of city life — only to be confronted by a nightmarish supernatural force. As their bond fractures under pressure, the film explores themes of toxic codependency, emotional erosion, and body horror.
Marketing Moves: From Rats to Romance
Neon employed a bold, multi-pronged marketing strategy to boost Together‘s visibility beyond its horror core:
-
“Free Couples Therapy” Stunt: Moviegoers could upload their ticket to OurRitual for a free therapy session — plus a 20% discount on additional sessions.
-
“Propose and We Pay” Campaign: Couples who got engaged inside or outside a theater showing Together could win a Las Vegas wedding package by tagging @Together.Movie with the hashtag #TogetherForever.
-
Social Media PDA Hijack: Neon re-contextualized celebrity couple moments (e.g., Kylie & Timothée, Bezos & Sanchez) to highlight the film’s darker romantic themes.
-
Merch Pop-Up (Aug. 9): An exclusive collector event offering limited-edition shirts, screen prints signed by Franco and Brie, plushies, and more.
Neon’s Rising Horror Slate
Together follows a successful horror streak for Neon, with previous hits including:
-
Longlegs (Summer 2024)
-
The Monkey (February 2025)
-
Immaculate starring Sydney Sweeney (Spring 2024)
Looking ahead, Neon will release:
See More ...
-
Shelby Oaks (October) – Debut feature from Chris Stuckman
-
Keeper (November) – Their third collaboration with Osgood Perkins
Indie Box Office Highlights
While Together made the biggest splash among indies, others also performed well:
-
CatVideoFest 2025 grossed $460k at ~200 locations, the strongest debut in the franchise’s 7-year history. With sold-out matinee screenings, a portion of revenue supported animal charities, raising nearly $100k in just 3 days.
-
Souleymane’s Story, Cannes prize-winner from Boris Lojkine, earned $11.5k from just two screens in NYC.
-
Oh, Hi! by Sophie Brooks added $200.8k in its second week, bringing its total to $1.8 million.
-
Kiyoshi Kurosawa’s Cloud, released by Sideshow/Janus Films, expanded to 36 screens for a $82.7k weekend, total $157k to date, with more markets coming.
Industry Takeaway
Neon’s Elissa Federoff, Chief Distribution Officer, emphasized the stakes for independent releases amid a strong studio season:
“This summer, as an independent, you have to be very intentional about the film you’re releasing and its marketing campaign. You need to spend behind it, be creative, and give people a reason to choose your film this weekend.”
That strategy is paying off — for Neon and for theaters eager to see original films thrive alongside tentpole blockbusters.
