Box Office: Jordan Peele's 'Us' Scaring Up Huge $67M-Plus U.S. Debut

Claudette Bariu/2019 Universal Studios
Lupita Nyong’o as Adelaide Wilson in "Us," written, produced and directed by Jordan Peele. 

Jordan Peele's critically acclaimed Us did terrifying business at the Friday (March 22) box office, grossing $29 million for a projected $67 million-plus weekend.

That would mark one of the best starts ever for a pure horror title behind It ($123.4 million) and last year's Halloween sequel ($76.2 million), according to Box Office Mojo. And it would be the best opening ever for an original horror pic that's not a sequel or based on existing IP. Fueled by an ethnically diverse audience, Us is coming in ahead well ahead of expectations.

The R-rated offering, from Universal and Peele's Monkeypaw Productions, is easily beating Captain Marvel, now in its third weekend. Captain Marvel is certainly no slouch and should earn another $32 million domestically for the frame as it zooms past $300 million in North America and $900 million worldwide.

Starring Lupita Nyong'o and Winston Duke, Us tells the story of Adelaide Wilson (Nyong'o), an African-American woman who returns to her beachside childhood home with her two children and husband, played by Duke (Black Panther). Soon, they come up against terrifying and uncanny opponents: doppelgangers of themselves.

Caucasians made up 34 percent of Friday's ticket buyers, followed by African-Americans (31 percent), Hispanics (22 percent) and Asian/Other (13 percent), according to PostTrak.

Us is the second feature Peele has helmed after Get Out, the 2017 horror film that turned into a cultural sensation and a commentary on race relations. Get Out bowed to $33.4 million domestically on its way to grossing $176 million in North America and $79.4 million overseas, for a total of $255.4 million against a tiny $4.5 million production budget.

Costing a still-modest $20 million to produce, Us currently boasts a stellar 95 percent rating on Rotten Tomatoes, while audiences gave it a B CinemaScore (it's commonplace for horror films to receive a B or a C).

Offshore, the film is debuting in 48 markets this weekend.

This article originally appeared on The Hollywood Reporter.