How ‘Buddy,’ a Tale of Children’s TV Gone Wrong, Became the Latest Indie Horror Hit

In a summer that brought two major indie horror hits, "Obsession" and "Backrooms," the box office received one more boost from the genre with the feature debut of director Casper Kelly. Kelly's film, "Buddy," tells the story of a Barney the Dinosaur-esque orange unicorn voiced by Keegan Michael-Key, who brutally kills those who don't participate in his TV show.

After its Sundance Midnight section premiere, "Buddy" opened to $5.3 million and continued to rise with $5.7 million during the second weekend of Labor Day weekend. Now standing at just under $16 million through Monday, the film is poised to become the first Roadside Attractions title since the COVID-19 pandemic to surpass $20 million in the U.S. and Canada.

With $25 million, the film would become Roadside's third-highest grossing film of all time, trailing only "I Can Only Imagine" and "Manchester By the Sea." Director Kelly expressed gratitude towards Roadside Attractions and Saban Films for their appreciation of the artistry behind their film. He emphasized the importance of authenticity and avoiding the "algorithm game" that he believes pervades the film industry.

The marketing strategy for "Buddy" avoided traditional trailers, opting instead for three teasers that positioned the film as a continuation of Kelly's viral YouTube hit "Too Many Cooks," which featured a darkly humorous send-up of 80s family sitcom theme songs. The film's poster, showcasing a grotesque image of Buddy with his fur and flesh melted off and a fire axe, garnered immediate attention and was instrumental in the film's box office success.