The reviews on “Argyle” have been abysmal and yet in almost every cinema in Sweden the movie is getting prime screenings. For the exhibitors they are making some pocket change on the rentals of cinemas and distributors like Universal will rent the real estate out of it for the screens. But who is watching? There are still conversations with distributors and agents about packaging films with names and yet this packed line up of stars on this card, has not moved the needle and in spite of a whopping $150M *+ budgets. I do not believe today that a star cast or well known names in the movies drive audiences. I think stars on You Tube and TikTok have more cultural cache than ever before. This is not the first time a movie with heavy hitters on the card and budgets the size of nations GDPs has flopped. Either there is too much money around causing an inflation or a deliberate decision to drive subscribers to a platform - in this case AppleTV+ who are picking up the tab. But at what cost? Ideally, theatricals are the best experiences when done right between the producers, distribution and exhibitor pipeline. There is still a legitimate business model for movies to open in the theatricals windows. A global audience exists who will go to cinemas. However it is going to take more than a poster or star cast to build brand love and awareness to create community and drive the value of digital windows. But if you are one and the same - in the sense you are the theatrical and digital window such as Apple and Amazon - then it becomes a zero sum game and I am not sure how one justifies the bottom line.
Hollywood creative and industrial mayhem continues as 200M$ ‘Argylle’ crashes at box-office. 😱
Scriptwriter / Pitch & Script Coach / Facilitator & Innovator at Nordic Factory & New Nordic Narratives
6moA waste of resources that is out of touch w audiences and planet thinking. We need to challenge the whole value chain to change our business models and discuss the lifecycles of films.