At the Cannes Film Festival in May, A$AP Rocky stole attention as the fourth lead in the crime drama “Highest 2 Lowest.” His arrival caused a buzz among photographers, especially since he and Rihanna attended the film’s swanky beach party. However, when the film hit theaters on August 15, it flopped. Despite the hype, the box office numbers were so poor that A24 and Apple Studios chose not to disclose them.
Rocky isn’t the only musician to struggle in film. Taylor Swift’s “Cats” became notorious for its poor reviews, and Harry Styles’ “My Policeman” was barely noticed in theaters before heading straight to streaming. This trend isn’t new; music stars have found it hard to transition to acting for decades. From Mariah Carey in “Glitter” to Rihanna in “Battleship,” many have stumbled.
In the past year, two big stars faced similar outcomes. The Weeknd’s “Hurry Up Tomorrow,” released in over 2,000 theaters, made only $5.2 million. Lady Gaga’s role in “Joker: Folie à Deux” sparked conversation, but not the kind they hoped for, as it earned just over its $200 million budget. So, what makes it so tough for musicians to shine on the big screen?
Box office analyst Jeff Bock offers insight: “Fame doesn’t easily transfer between music and film. Fans love music stars for their personas. Watching them act can feel like a disconnect.” He points out that even Madonna, a major pop icon, struggled to find solid success in movies.
The decision by A24 and Apple Studios not to share box office figures for “Highest 2 Lowest” raises eyebrows. They did the same for “The Tragedy of Macbeth,” offering vague statements instead. Shawn Robbins from Fandango emphasizes how unusual it is for a reputable studio like A24 to keep box office details secret.
On the flip side, there are successful cases of music stars transitioning to acting. Lady Gaga’s role in “A Star Is Born” showcased her talents and made over $440 million on a $36 million budget. Similarly, Ariana Grande’s part in “Wicked” led to an Oscar nomination. Even Ice Cube has made a successful switch from music to acting with hits like “Barbershop.”
Robbins notes, “Crossover success can be challenging for artists. Sometimes, they need to step back and not be the film’s main draw.”
Choosing the right roles matters too. Though musicals might seem like a safe bet, they’re not guaranteed hits. Styles, for example, found success with a smaller role in “Dunkirk,” while Swift failed to make an impact in “Amsterdam.”
Historical context shows that film and music have often fused, but the audience remains picky. Paul Thomas Anderson’s “Licorice Pizza,” starring Haim’s Alana Haim, received critical acclaim but struggled financially.
A24’s decision to keep quiet about “Highest 2 Lowest” adds another layer to this conversation. It’s unusual for them and raises questions about the film’s performance.
Bock wraps it up well: “Fan behavior differs between music and movies. Most fans prefer to see their favorite artists live, not on the big screen.” This divergence in how we connect with artists could be at the heart of why music stars often find it tough to make a mark in film.
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A$AP Rocky,Highest 2 Lowest
