![]() To be clear, this is one of the few films in history that would benefit from such a spectacle. Her efforts could broaden the scope of what’s considered a draw on the big screen.įans were encouraged to treat the theatrical experience less like a movie screening and more like a concert - with singing, dancing and ( gasp!) even using phones to record videos of the fun. Beyond her decision to partner with AMC, Swift’s film benefitted from unconventional showtimes, prices and marketing efforts. She didn’t want to stick to the one-size-fits-all blockbuster approach to putting movies in theaters. But Swift was successful because she wasn’t afraid to do things differently. This doesn’t have to be a cautionary tale for studios there’s innovation that doesn’t require going around traditional distributors. And that’s “usually after years of creative development.” “Movies that do this kind of business generally take 18 to 24 months to plan, produce and release,” he says. Gross, who runs the movie consulting firm Franchise Entertainment Research, believes it otherwise would have taken a lot longer for the film to grace the big screen. “We’re talking about a tentpole-level opening that didn’t exist on the planning calendar a few months ago,” says Shawn Robbins, the chief analyst at Box Office Pro.ĭavid A. As a result, theaters became concert venues rather than ghost towns in what otherwise would have been a depressing fall at the movies. ![]() ![]() Swift, as well as cinema owners, stand to make a lot of money from “The Eras Tour,” without adhering to the tried and true methods of theatrical distribution.īypassing studios allowed Swift to release the movie in a timelier fashion (it was added to the calendar just six weeks ago). Traditional Hollywood studios (and exhibitors) may not want to hear this, but change is OK, even necessary, to keep a struggling business alive. In the case of concert films, he adds, “It’s going to be hard to duplicate unless you are Taylor or Beyoncé.” “It’s there, and then some, for Taylor Swift.”īut he acknowledges that not every artist or director or movie star can pull off those prices. “Variable pricing works if the demand is there for products,” says Bock. After all, it was significantly less than her sold-out stadium tour - and this seat came with a flawless view of the stage. Swifties, as her fans are nicknamed, were not deterred even though tickets were more expensive than the nation’s average price. ![]() (Imax and other premium formats came with additional charges). Swift set the prices at $19.89, in reference to her birth year and 2014 album, for adults and $13.13, alluding to her lucky number, for children and seniors. “The Eras Tour” proves there’s flexibility for certain big-screen extravaganzas. Some parties believe that moviegoers would pay a little more for highly anticipated films, while others fear it could scare away customers. The price of movie tickets has long been contended in Hollywood. People will pay more… for the right movie With plenty to unpack from Swift-mania, here are four takeaways from the opening weekend of “The Eras Tour.” Others may attempt to replicate these results at their own peril. But of course, they’re among the few global superstars with the ability to command the zeitgeist and successfully arrange a deal like this. Most notably, she cut out the middleman and partnered directly with AMC Theatres, the world’s largest cinema chain, rather than a major studio to unspool “The Eras Tour” on the big screen.īeyoncé made a similar deal with AMC for “Renaissance: A Film By Beyoncé,” which opens in December. “This is a huge bright spot.”Īnd Swift, who self-produced the concert film, shook up every aspect of the movie theater business - from top-tier pricing to unconventional distribution and marketing to lax cell phone etiquette - in the process. “This October, without Taylor Swift, would have been awful,” says Jeff Bock, an analyst with Exhibitor Relations. Taylor Lautner Does Backflips at 'Taylor Swift: The Eras Tour' Screeningīox Office: Taylor Swift's 'Eras Tour' Concert Film Dazzles With Estimated $95 Million to $97 Million Opening Weekend Taylor Swift's 'Eras Tour' Powers to $126 Million to $130 Million in Global Box Office Debut At the higher end of projections, it could be the top-grossing October debut in North American history, a record currently held by 2019’s “Joker” with $96 million. With $95 million to $97 million in its domestic debut and $130 million globally, it’s easily the best start of all time for a concert film, as well as one of the biggest opening weekends of the year. Taylor Swift may have singlehandedly salvaged the fall box office with “The Eras Tour.” The cinematic rendering of her sold-out stadium tour danced into theaters not just as a blockbuster, but a cultural phenomenon.
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