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Pop Rhetoric: Selling horror

Three weekends into its theatre run, Andrés Muschietti’s It continued to lead the box-office with an impressive $29.8 million three-day total. Simultaneously, Darren Aronofsky’s mother! kept collecting dust with a meek $3.3 million in its second weekend despite strong TIFF word-of-mouth and Jennifer Lawrence’s star power. Both films are critically-acclaimed, classified horror, and aimed at… Keep Reading

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