Even though it was facing a ton of backlash going into 420 weekend, How High 2 managed to give MTV an impressive boost in the ratings, despite the unconventional means by which it is was released. The sequel to the cult classic stoner flick generated a 0.64 rating in P18-49 and 801,000 total viewers during its live airing, this according to Deadline.
Although the numbers mean little to someone who doesn't work in the entertainment industry, I take it the MTV's higher-ups were impressed, because the ratings seem to be in line with projections tabled by the network's parent company Viacom. According to Deadline, MTV is in the midst of a quarterly growth rate that is 7 innings-deep as of last month's summary report.
MTV arranged for the two of the movie's stars DC Young Fly and Deray Davis to moonlight as VeeJays for a segment called Too High to Watch How High 2 that aired throughout the day between broadcasts of the featured programming.
Much of the backlash the sequel faced going into its premiere was centered around questions of authenticity voiced by lifelong fans of the franchise. From the looks of it, MTV wasn't tailoring the project towards a millennial audience, but an even younger demographic with strong inclinations towards Yachty's music and Nick Cannon's Wild N Out, for which DC Young Fly is notable cast member/graduate.