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"L & # 39; goodbye"A24
- "The Farewell" of A24 has brought in $ 4 million in the United States, which has already allowed it to recover its production budget before an expansion to 409 theaters this weekend.
- It initially opened in just four cinemas last month and beat "Avengers: Endgame" by drama on average at the box office.
- "A24 wants to create word-of-mouth with this initial audience of the platform in the hope of reaching a wider audience, without committing the significant marketing budget needed to promote an original film at the same time. nationwide from the start, "said the chief badyst of Boxoffice.com. Shawn Robbins told Business Insider.
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A24 's independent comedy drama, "The Farewell," is one of the greatest successes of the year. Since its initial release last month – when it beat the "box office average" of the Endgame – at the box office – it has spread to more theaters and taken a new step .
Before another theatrical expansion this weekend – from 135 theaters at 409 – "The Farewell" has returned $ 4 million to the United States and has already recovered its production budget.
According to Vulture, A24 bought "The Farewell" at the Sundance Film Festival this year for between $ 6 and $ 7 million, double the cost of making the film. That means it's been made for around $ 3 to $ 3.5 million. Someone familiar with the film's budget has confirmed that this range is accurate for Business Insider.
"A24 has built a reputation as a provider of high genealogy content, often at the artistic level, which has appealed to both moviegoers and industry talent," Business Insider Shawn Robbins told Business Insider. , chief badyst for Boxoffice.com.
READ MORE: "The Farewell" got a 100% score on Rotten Tomatoes, and the independent film broke a box office milestone of "Avengers: Endgame"
"The Farewell" was inaugurated in four theaters in New York and Los Angeles in July. He exceeded "Endgame" for the best average per theater box office this year with a total of $ 355,662 and $ 88,916 per theater. "Endgame" opened in April with $ 357 million in 4,662 movie theaters in the United States, averaging $ 76,601 per theater.
The slow deployment in the A24 theaters is a strategy that has benefited the film, which is directed by Lulu Wang and Awkwafina. The result is a Chinese family who refuses to tell his matriarch that she is dying of cancer and has a critical score of 99% of rotten tomatoes.
"A24 wants to create word-of-mouth with this initial audience of the platform in the hope of reaching a wider audience, without committing the significant marketing budget needed to promote an original film at the same time. nationally, which represents an increasingly important challenge for today's landscape, "said Robbins.
Some movies of similar size this year have been disappointed at the box office despite rave reviews.
Unlike "The Farewell", the comedy for teenagers "Booksmart" was aired in more than 2,000 theaters during its first weekend. It generated a total of $ 22 million, a disappointing result considering the film's rave reviews (it has a 97% critical score on rotten tomatoes).
"Late Night", another Sundance acquisition, was soon deployed in more than 2,000 theaters during its second weekend, after four starts. It totaled $ 17 million. Amazon paid $ 13 million to get it out of Sundance.
"Booksmart" and "Late Night" might have benefited from a slower theatrical deployment or even direct broadcast, as suggested by the success of Netflix comedies such as "Always Be My Maybe" and "Murder Mystery". But the strategy of "The Farewell" of A24 proves that there is still a thirst for independent films renowned in movie theaters.
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