Dwayne Johnson's latest film, 'The Smashing Machine', has taken a surprising turn at the box office, leaving many fans and industry experts scratching their heads. This R-rated drama, inspired by the story of UFC champion Mark Kerr, faced an unexpected challenge, becoming Johnson's lowest-grossing opening ever with a mere $5.9 million in the US.
For Johnson, a passionate project turned into a disappointing reality. The wrestler-turned-actor had announced this film back in 2019, and his tireless promotion efforts, much like those of Taylor Swift, seemed to fall short. With a massive social media reach, Johnson directly engaged with his audience, but it wasn't enough to propel the film to success.
The film's initial reception at the Venice Film Festival was promising, with a standing ovation, critical acclaim, and even Johnson's emotional display on a global stage. However, as the saying goes, 'initial projections are just that - projections.' Three weeks before its release, 'The Smashing Machine' was predicted to be a hit, with estimates ranging from the high teens to $20 million. So, what went wrong?
Similar to Taylor Swift's recent success with her release party, 'The Smashing Machine' faced a last-minute leak of negative reviews at its Toronto premiere. Contrary to expectations, the film wasn't a typical underdog sports movie or a story about a champion's downfall. Instead, it delved into the non-traditional and deliberately paced narrative of an athlete battling drug addiction.
Despite the film's modest $50 million production cost, the financial loss is estimated to be between $10 and $15 million. The final domestic box office figures are expected to be between $14 and $20 million, which, coupled with foreign sales and tax credits, will help mitigate the loss.
The film's budget was supported by foreign buyers who appreciated its qualitative aspects, but there were concerns about its commercial appeal, especially with a less recognizable Johnson and the UFC's limited cultural reach outside the US. Johnson's fee for the film was significantly lower than his usual earnings, and he even shared a portion of his paycheck with his co-stars.
Some industry insiders are pointing fingers at A24, the film's marketing studio, suggesting that their usual digital and social media campaigns weren't enough for a film of this scale and star power. The studio's recent missteps with the horror-comedy 'Death of a Unicorn' have also raised questions about their ability to market star-driven films effectively.
The UFC community, with its global fan base of 279 million, didn't turn out for the film, possibly due to their preference for watching fights from the comfort of their homes. Additionally, the film's marketing efforts, including Benny Safdie's unconventional promotion in Manhattan, seemed to miss the mark with the target audience.
The unexpected addition of Taylor Swift's release party to the weekend's lineup further complicated matters, as it drew attention away from 'The Smashing Machine', especially with its higher-priced premium large format screens.
Despite the film's disappointing performance, Johnson can take solace in knowing that his future projects, including Disney's 'Moana' and Sony's 'Jumanji 3', are already generating buzz and are expected to bring him back to box office glory.
So, what do you think? Is 'The Smashing Machine' a cautionary tale for auteur-driven star vehicles? Or is it simply a case of poor marketing and an unexpected shift in audience preferences? We'd love to hear your thoughts in the comments!
