Sweeney Todd opened to excellent reviews (87% fresh on Rottentomatoes.com) and strong initial numbers on Friday, but the movie dropped an estimated 28 % (actually 25%) between Friday and Saturday. (Here's Sunday's Variety weekend boxoffice report.) This indicates that many viewers were lured by Paramount's mainstream horror-driven ad campaign, which did not sell the film as a Stephen Sondheim musical, and walked away disappointed. (The company also seeded the internet with clips showing the musical numbers.) Selling a unique movie like this, where there is no tried-and-true pattern to follow, is admittedly tricky. So Paramount made the call to go wide with 1200 runs--and not build the movie from fewer runs in sophisticated urban markets. It now looks like Dreamworks' initial strategy might have been the right way to go. That way early adopters would spread good word and build an audience slowly over time, rather than folks being lured into seeing a movie that they wind up not liking--and spreading bad word.
- By Anne Thompson
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- December 23, 2007 7:56 AM
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- 0 Comments
Recent Comments
Would've been better if it was in the correct aspect ratio.
greta and andrew worked together on Hannah Takes The Stairs
BLINK. Seriously though, I can't wait for this movie.