I apologize for not keeping up with the "weekly" posts, but I have been so busy with college work that I have had little time for the blog. But I wanted to use this post to talk about why this summer has been such a disappointment...
So, what ended up as the summer's biggest movie? To everyone's surprise, it was Guardians of the Galaxy, which is set to end its run in the same range as the original Iron Man ($318 million). The thing is, everyone expected this to be just a Thor-level success ($180-$200 million domestically at most). But apparently, the strong reviews and marketing effort, plus an original effort from the studio really took in audiences. One thing that has worked for it is word-of-mouth (the film's total run will end up at close to 3.5 multiplier from opening weekend, which is much higher than the usual 2.5 multiplier for a superhero flick). A sequel is already on the board for a July 28, 2017.
But it was the franchises that suffered the most. Some expectedly, some very unexpectedly. Transformers: Age of Extinction placed a distant second for the year, and is set to close at just over $245 million, a $115 million downgrade from Dark of the Moon, Overseas has been massive though, as the movie ranks as the 19th movie ever to pass $1 billion worldwide. But, as far as franchises go, I'm not sure whether or not this one will continue.
The Amazing Spider-Man 2 also didn't fare well. Despite opening above $90 million and finishing just above $200 million, its the lowest-grossing film starring the webslinger yet (even $500 million overseas can't change that). Plus, the fan reception was very lukewarm. A crowded May had something to do with it as well. Sony has delayed The Amazing Spider-Man 3 back two years, but I wouldn't be surprised if it didn't make it to the screen. Sony currently has a Sinister Six movie set for November 2016.
How To Train Your Dragon 2 was an unexpected underperformer, finishing with $175 million stateside, or $40 million less than the first movie. Essentially, the film's performance mirrors that of Kung Fu Panda 2, which ended up with $50 million less than the first movie. Overseas has saved it, as it has passed $600 million worldwide, but this one definitely left people scratching their heads.
Planes: Fire and Rescue is ending up with just 2/3 of the first movie's $90 million gross ($60 million), while Step Up All In grossed less than half of Revolution's $33 million final gross. On the opposite side of the spectrum (somewhat), X-Men: Days of Future Past managed nearly $240 million stateside, but was unable to break out to the strong levels many were anticipating out of the super-hero team-up. Overseas has been huge for this too though, with just over $500 million picked up from other markets.
As far as originals are concerned, the third-biggest movie of the summer turned out to be another big surprise. Angelina Jolie's Maleficent surprisingly benefited from strong word-of-mouth and will finish above $240 million, or slightly ahead of Oz: The Great and Powerful. Maleficent has also been a strong performer overseas, with over $500 million picked up from foreign markets. The Sleeping Beauty retelling is proving that Disney has a winning formula with live-action fairy tales.
Godzilla was a mixed result. After opening to $90 million, it crashed and burned barely scraping the $200 million mark before it was finished. Despite a $550 million final gross worldwide and a sequel set for 2018, it still wasn't a blockbuster-level performance by all means. Fellow Warner Bros. film Edge of Tomorrow was able to capitalize on strong word-of-mouth and finished just above $100 million, but that's not enough to justify its $180 million price tag. (overseas has only been so-so at $370 million worldwide).
On the more positive side, Dawn of the Planet of the Apes jumped up from the first movie solidly, earning $210 million stateside and nearly $650 million worldwide, solidifying a third movie set for 2016. Neighbors topped an overall mediocre summer for comedy, pulling in a strong $150 million. The Fault in Our Stars lived up to its hype, opening strong and finishing with a solid $125 million. Lucy was another major surprise, also pulling in $125 million stateside. Teenage Mutant Ninja Turtles opened to a surprisingly strong $65 million and should wind up just under the $200 million mark, starting yet another franchise with a 2016 date set for a sequel.
So, what the heck happened? I think because of so many franchise options, not enough original options, and summer vacations, not many people have gone to the movies. Spring had already delivered major hits such as Captain America: The Winter Soldier and Divergent, while last holiday season had two $400+ million grossers in Frozen and The Hunger Games: Catching Fire. It could be that some audiences that usually spend money in the summer at the movies decided to skip in favor of those and Thor: The Dark World and The Hobbit: The Desolation of Smaug.
Summer ended up at its weakest point since 1993. Need I remind everyone 4 of last summer's Top 5 earned at least $265 million (whereas only one made it past $250 million this summer)? And its not going to help how the year overall looks. Unless some movies really break out over the next few months, its likely 2014 will be down significantly from 2013. (business trails last year by 4.5% so far).
