While tentpoles resuscitated moviegoing this past summer with pics like Top Gun: Maverick, it’s true that the more adult-skewing fare is having a much harder time now. Nowhere was this more true than with David O. Russell’s Amsterdam, which rivals believed had a shot at opening to $12M-$15M this past weekend based on the absurdist period comedy’s glossy ensemble of Christian Bale, Margot Robbie, John David Washington, Rami Malek, Robert De Niro, Anya Taylor-Joy, Taylor Swift, Michael Shannon (the list doesn’t stop…).
But that did not happen — with a $6.5M opening at 3,005 theaters, boosted by Imax and PLF ticket sales that accounted for more than a third of that number; altogether a paltry $10M worldwide start. Russell was trying to replicate the success of his starry, 10-times Oscar-nominated American Hustle, which minted a $19.1M domestic wide opening over Christmas 2013, a $150M+ stateside gross and $251.1M worldwide off a $40M production cost. Amsterdam, fully financed by New Regency per its deal with Disney/20th Century Studios, was twice as much at a reported $80M, that being the pic’s most piercing nail in its coffin. What should have been an awards-season play with its originality quickly was sandbagged by critics at 34% on Rotten Tomatoes. So much, critics, for celebrating that which is original on the big screen.
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Yes, even by pre-pandemic standards, this 1930s comedy was expensive, so how did this come to be? Based on a projected global gross of $35M, an estimated $70M global P&A spend — which I’m told is the bare minimum for a big pic like this — backstopped by Regency, Amsterdam after all home ancillaries will lose around $100M ($97M to be exact).
While there is a greenlight figure at which every movie can be made, how did the cost for Amsterdam become so high? Certainly, we want to continue seeing original movies like this on the big screen, and not immediately jettisoned on streaming. Surely, a streamer can take a project like this off the table, but then the film would never get the big-blast global launch. Box office-wise, Amsterdam‘s start isn’t far off from where a Wes Anderson-directed movie would be during a wide weekend. Although a platform release, that director’s The Grand Budapest Hotel in its fourth weekend at 977 theaters made $8.5M back in March 2014. In its second weekend at 788 theaters, The French Dispatch did $2.6M. What’s three times that theater count but a gross in the $7M range. So numbers-wise for a star-studded offbeat period comedy, Amsterdam was doing what it was supposed to do. It was even more expensive than Anderson’s biggest bomb, that being The Life Aquatic with Steve Zissou, which was made for $50M and only grossed less than $35M worldwide.
But, again, that high production cost, why? I’m told Amsterdam‘s lofty price boiled down to its change in location, from Boston to a Los Angeles shoot, and putting the brakes on the production when the pandemic hit in March 2020. That’s when Amsterdam was expected to shoot, and the start date was pushed to January 2021. None of the cast wanted to travel to Boston due to Covid, so LA was more prime. The period nature of the movie, and the change-up from Boston to LA pushed the production cost from a planned $50M to $80M. That’s with a $2.5M California tax credit. This type of situation where production costs would skyrocketed by tens of millions wasn’t abnormal during this point of the pandemic. Once Amsterdam was up and running, there were no Covid shutdowns, and no one tested positive with cases surging at 19k/daily and it was smooth sailing during a 49-day shoot.
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Despite all the star-power involved, I’m told that’s not the reason why Amsterdam was so expensive. Actors showed up because they wanted to work with Russell, some even working for scale. Bale wanted to make this movie and mapped out the script with Russell over five years of diner meals. I hear Bale got paid under his normal rate of $5M. Oscar winner Malek received a six-figure payday. No one was making any kind of crazy demands, and above the line costs repped around 20% of the entire budget. Ultimately, no one is getting any bonuses from a cash breakeven shared pool as the pic is in the red. Still, good on Regency to committing all-in to Amsterdam. The production finance studio has a history of bankrolling risky auteur projects from the Oscar-winning film noir L.A. Confidential to the Oscar winning Leonardo DiCaprio gritty frontier western The Revenant, to this year’s $70M grossing Robert Eggers Viking epic The Northman which I hear the Arnon Milchan owned company won’t lose their shirt on, having funded 50% of the Focus Features release. On the other side of the spectrum, Regency has the thrifty priced horror movie Barbarian at $4M which has grossed over $38M WW.
While Disney was receiving a single digit millions fee for handling the movie, Amsterdam wasn’t a distribution mistake committed by them. Given the vacancies on the calendar, they moved up the film for exhibition from the first weekend of November before Black Panther: Wakanda Forever, to an early October weekend where Amsterdam could breath, plus the pic had access to Imax screens for all the Russell cinephiles. EntTelligence showed that of the top three movies this weekend, Amsterdam, due to its premium upcharge had the highest average ticket price next to Lyle, Lyle Crocodile and Smile at $12.62. There was an Imax preview day, stars showed up to promote, however, it was decided the movie would not go to TIFF, which is a good thing as the bad word would have been out of the bag sooner and would probably hurt ticket sales even more. Disney couldn’t platform Amsterdam like an Anderson movie given the bad reviews they were knew about and audience diagnostics (3 stars and 72% on Comscore/Screen Engine’s PostTrak) According to iSpot, Disney spent more than rivals on U.S. TV spots at $15.2M versus Sony with under $9M on Lyle, Lyle, Crocodile, Warner’s near $10M on Dwayne Johnson’s upcoming Black Adam to date and Universal’s $7.1M to date on Halloween Ends which opens this Friday. Disney didn’t go cheap and at the end of the day, Regency was on the hook for marketing costs.
Social media wise, RelishMix observed that Amsterdam‘s social media universe size at a near 64M across Twitter, Facebook, Instagram, Tik Tok was under that for a drama/comedy. Said RelishMix, “Chatter was mixed-positive with skepticism as fans were obviously thrilled with this call-sheet, plus David O. Russell and his movie track record as well. Convo wondered how singer Taylor Swift would stand-up on the big screen, thumbs-up for Margot Robbie’s dark hair, excitement for Robert Di Niro, Michael Shannon return, #wow for John David Washington, joy for Anya Taylor-Joy, glass-eye Batman Christian Bale’s transformation….skeptics sensed that this could all be too good to be true and were chewing through reviews and other news.”
Breaking down the numbers here, industry sources tell us that off a final global $35M take for Amsterdam, that will trigger $15M in global theatrical rentals, net home ancillary monies across home entertainment, a Hulu/HBO Max streaming run, free TV and international TV of $52M. That’s if the movie goes through Disney’s international TV output deals. If Amsterdam does not, then the loss could be greater than $100M, with foreign TV deals amounting to a number in the teens. Altogether $67M total revenues on the movie against $164M in total theatrical and home entertainment costs gets Amsterdam to $97M loss.
So with the tanking of Amsterdam does that mean such upscale adult fare is doomed on the big screen? That will remain the ongoing question of what works on theatrical vs. streaming as long as adults are slow to return to the box office. New Line made the high brow risky Olivia Wilde genre movie Don’t Worry Darling starring Harry Styles, Florence Pugh and Chris Pine for a responsible $35M and it’s just under $70M WW. Other distributors, such as Focus Features, aren’t giving up on upscale director-driven fare: They’ve given Todd Field’s return to the cinema after a 16 years rest, Tar, a platform release (the pic posted a solid four city theater average of $40K this past weekend), and the Uni classic label acquired Anderson’s Asteroid City. Risky auteur fare for the cinema will continue to get made, come hell or highwater. Here’s another way of looking at Amsterdam: a critically panned high brow release made for streaming would disappear from conversation and menu highlights much faster.
But at the end of the day, thanks to a big screen launch, we’ll always have Amsterdam.
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