I haven't seen much marketing for this other than the trailer playing. Over here October is crammed with horror movies, The Ritual, Double Date, Happy Death Day and The Snowman (not horror but attract similar audience) all open before it, not to mention Thor will be out. Lionsgate need a win over here I guess since those Tyler Perry movies don't open here, they don't have any guaranteed hits.
Also this opens on Thursday rather than Friday.