Dwayne Johnson, better known as The Rock, has had a tough start with his latest film, “The Smashing Machine.” Opening at just $6 million, it marked his lowest box office debut. With a production budget of $50 million, A24 is likely facing significant losses.
The film features Johnson in a serious role, playing wrestler and UFC champion Mark Kerr as he navigates personal struggles. This character is a big shift from Johnson’s usual action-packed roles, such as in “Fast and Furious” or “Moana.” Critics gave it a fair 73% on Rotten Tomatoes, but audience reactions were lukewarm, earning it a “B-” on CinemaScore.
So, why did “The Smashing Machine” flop? Here are some key reasons.
Confused Audience
Many filmgoers seemed uncertain about who the movie was aimed at. A24 promoted it as an indie drama with award potential, featuring Johnson’s dramatic transformation. However, the audience skewed younger, with almost 70% male and mostly between 18 to 36 years old, which isn’t the typical arthouse demographic. Only 8% were over 55, the age group that’s often drawn to these types of indie films.
High Production Costs
Johnson typically commands a hefty paycheck. For “The Smashing Machine,” that risk was high with a $50 million budget. A24 aimed to reach a broad audience by releasing it in over 3,000 theaters, but they needed to gross over $100 million to break even. Sports dramas like this tend not to perform well internationally, as different countries have different interests in sports. David A. Gross, a movie consultant, states, “American wrestling is a local phenomenon, and that will limit it abroad.”
Poor Word-of-Mouth
Initial forecasts had the film projected to earn around $17 million. However, as word spread about the film’s lack of action and slow pace, expectations sank. Reports suggest it might only reach $15 million in total by the end of its run.
Festival Buzz vs. Box Office
The film received high praise at the Venice Film Festival, with a lengthy standing ovation. But that kind of acclaim doesn’t guarantee box office success. Festival fans and general audiences can be vastly different groups.
Lack of Urgency
The success of films often hinges on creating urgency. Audiences feel more compelled to see a movie if it’s generating buzz or if they fear missing out on a cultural phenomenon. Unlike recent hits like “Barbenheimer,” “The Smashing Machine” failed to create any such moment.
Competing Releases
Taylor Swift’s concert film recently topped the box office with $33 million, and it wasn’t announced until two weeks before release. While some movie slots might have been influenced, experts say the two audiences don’t significantly overlap. Shawn Robbins, an analyst, notes, “There’s not a significant audience crossover between Taylor Swift’s fanbase and a male-driven sports drama.”
In summary, “The Smashing Machine” is a case study in how not all star power translates to box office success. The film’s disappointing performance emphasizes the need for clear audience targeting and effective marketing. As the film’s journey unfolds, it will be intriguing to see if it gains traction in other formats or awards.
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