Marketing killed both of them, but the controversy made it worse for the Ghostbusters. Also, I think if STB opened in either mid May, it may have grossed some more and if Ghostbusters had a smaller budget, along with a October release date could have been BIG.
They showed an early cut of it in Film festivals one at SBSWFF in March and one in Just for Laughs in late July. Most of Rogen's comedies tend to get decent reviews.
I think Pete's Dragon and Sausage Party could break out since SS, should drop anywhere from 60-70% and both have glowing reviews.
8/12-14
1. Suicide Squad $45.5M
2. Pete's Dragon $34.3M
3. Sausage Party $28.7M
4. Jason Bourne $12.4M
5. Bad Moms $9.1M
6/7. FFJ/Star Trek Beyond: $7.2M
8. SLOP $5.5M
9. Lights Out $3.3M
10. Nine Lives $2.5M