David Gordon Green’s Halloween Kills is doing killer business at the box office, where it is headed for the biggest debut of the pandemic era for a horror film or a movie opening simultaneously on the big screen and a streaming service.

Filmmaker David Gordon Green’s R-rated slasher pic earned $22.9 million on Friday from 3,705 theaters in North America for a projected $50 million weekend. Halloween Kills also launched Friday on Universal’s sister streaming service Peacock.

Day-and-date releases, a controversial practice, have become commonplace during the pandemic as media conglomerates race to grow their streaming services and collapse the theatrical window. To date, Godzilla vs. Kong boasts the biggest domestic box office opening for a dual release ($31.6 million).