performed poorly opening weekend

That would be decent enough for most original horror films...if not for the fact the budget for this was $30 million.

For comparsion. Budgets of other 2022 Horror releases;
Nope - $68 million
Halloween Ends - $33 million
Scream - $24 million
Smile - $17 million
The Black Phone - $17 million
Orphan: First Kill - $10 million
The Invitation - $10 million
Barbarian - $4.5 million
X - $1 million
Pearl - $1 million

The budget for this was too high. If it had a budget like Smile or The Black Phone it would have been a decent enough opening, enough to ensure it wouldn't be a major loss. As for now it's up in the air as the general rule of thumb is a film needs to make at least twice the reported budget to become profitable. Not sure this will make $60+ million, seems unlikely.

It had an interesting marketing campaign.

Most of the time they tell you too much about the movie these days. The Menu didn't tell you much at all. It just raised a lot of questions. Possibly too many questions. People were left without really getting a clear idea of the story after seeing the trailers. It got me curious about the movie, but I wonder if a lot of people were turned off by it.