Whenever a film starring a well-known actor opens in over 1,000 theaters but doesn’t earn much, it’s often labeled a failure. Take, for example, Matthew McConaughey’s Beach Bum, which debuted with just $1.76 million back in May 2019. The distributor, Neon, argued that they had booked the film into more theaters than its niche audience normally warranted. This raised a question: Why criticize the distributor for trying to give the film a chance?
This brings us to Americana, featuring Sydney Sweeney and directed by Tony Tost. The film opened to just $500,000 across 1,100 theaters. Critics quickly pointed fingers, declaring it a flop, especially following some recent controversy involving Sweeney’s ad campaign.
However, calling Americana a bomb doesn’t account for the nuances of indie film economics. Lionsgate, the company distributing the film, expects to turn a profit, albeit modestly, through its Lionsgate Premiere Releasing label. Let’s break down what’s happening.
Americana was not initially designed for a broad theatrical release. Lionsgate stepped in after the film premiered at SXSW, receiving good reviews but facing challenges due to Bron Studios, its original financier, going bankrupt. For Lionsgate, this release is more about positioning in the market rather than hitting blockbuster numbers. Their strategy includes a limited marketing budget to ensure the film remains profitable.
In today’s post-COVID film landscape, there’s no single approach that works for every movie. As Jeff Shell, the newly appointed president at Paramount, stated, “There’s no one size that fits all.”
Here’s how the numbers stack up: Lionsgate acquired Americana for $3 million, with 60% of that covered by international pre-sales. The combined marketing spend is under $3 million, mostly focused on digital platforms. The film likely aims for a domestic gross of about $1.5 million, which seems low but is part of a broader strategy that includes a streaming deal with Starz.
Interestingly, many star-driven indie films are currently struggling. Notable projects are often going unsold, leaving distributors unsure whether investing in them is worthwhile. For instance, Ron Howard’s Eden, which had a budget of $50 million, is facing significant challenges in the market.
Why the oversupply of unsold films? As streaming platforms dial back their acquisitions, distributors are becoming more cautious.
Despite the low numbers, films like Americana still play an essential role in shaping the careers of directors and actors. These indie projects may not draw large crowds initially, but they often set the stage for future opportunities.
Remember how Quentin Tarantino burst onto the scene? His debut, Reservoir Dogs, opened to only $147,000 but eventually made $2.8 million. It showcased his talent and led to a storied career.
In conclusion, while box-office numbers can tell a story, they don’t paint the entire picture of a film’s potential. Americana may be facing criticism now, but it’s part of a larger journey for everyone involved.
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Americana,Bron Studios,Lionsgate,Sydney Sweeney
