On the bright side, Black Phone seems pretty well-positioned for a breakout with the lack of competition in the genre space and strong buzz.
Although Phone is R, I actually think the box office is overdue specifically for PG-13 horror. Last one was Umma, and that was barely marketed and didn't even go over 1,000 locations. Not sure if Bed Rest (if STX actually puts it out), Nope, or The Bride will end up with that rating, but I think somebody could benefit from it.