|
The Warner Bros. movie generated a wane $11.4
million from 3,456 U.S. theaters in its first four days of
release, below expectations heading into the weekend that
suggested the film would reach $20 million. "In the Heights"
also opened on HBO Max, the streaming service owned by the
studio's parent company WarnerMedia, though the company didn't
report its digital viewership.
The disappointing commercial reception is puzzling because
critics embraced the film, showering it with some of the best
reviews of the pandemic era. Moreover, Warner Bros. put
substantial marketing heft behind the picture, and director Jon
M. Chu and Miranda devoted a great deal of energy into promoting
the movie, which compensated for the fact that its cast was
comprised of mostly unknown stars and emerging actors.
The film's hybrid release on HBO Max likely affected in-theater
turnout, but it isn't the sole reason that inaugural ticket
sales for "In the Heights" came in under projections. Recent
Warner Bros. releases like "Godzilla vs. Kong," "Mortal Kombat
and "The Conjuring: The Devil Made Me Do It" still pulled in
solid receipts despite being offered simultaneously on
streaming. But, as audiences are slowly making their way back to
theaters, box office charts are indicating that people have been
more inclined to show up for properties with more brand
recognition. Though the Tony Award-winning "In the Heights"
isn't an original property like "La La Land" or "The Greatest
Showman," it's not as well known as Miranda's other musical
sensation "Hamilton," or even "Rent," "Les Miserables" or
"Cats."
To that end, box office prognosticators believe "In the Heights"
can find an audience over the summer, similar to the box office
sleeper hit that was 2017's musical "The Greatest Showman." The
Fox movie debuted to a muted $8.8 million, but audiences fell in
love with the soundtrack and Hugh Jackman's charisma and
returned to theaters over and over again. It tapped out with
$174 million and $438 million globally, a huge result. Though
"In the Heights" isn't expected to reach those box office
heights, it doesn't have much competition on the horizon and
could continue to play on the big screen.
Based on the 2008 Broadway show, "In the Heights" follows a
bodega owner named Usnavi (Anthony Ramos), who discovers that
his mom-and-pop stop-and-shop has sold a winning lottery ticket.
As the lively neighborhood of Washington Heights in upper
Manhattan reaches sweltering hot temperatures, friendships,
relationships and dreams are put to the test. The ensemble cast
also includes Melissa Barrera, Leslie Grace, Corey Hawkins and
Olga Merediz. Quiara Alegr?a Hudes, who wrote the book of the
musical, penned the screenplay. "In the Heights" carries a $55
million production budget.
Also new to theaters this weekend, Sony's animated family film
"Peter Rabbit 2: The Runaway" arrived with a middling $10.4
million from 3,346 venues through Sunday. Amid the pandemic,
films catered to family crowds, like Universal's "The Croods: A
New Age" and Warner Bros.' "Tom and Jerry," have been reliable
theatrical draws, so the "Peter Rabbit" sequel could have a long
life on movie theater marquees.
Overseas, "Peter Rabbit 2" has already made $45 million. It cost
$45 million to make.
[© 2021 Thomson Reuters. All rights
reserved.] Copyright 2021 Reuters. All rights reserved. This material may not be published,
broadcast, rewritten or redistributed.
Thompson Reuters is solely responsible for this content
|
|
