Over the Dec. 6-8 weekend, 'Playmobil: The Movie' opened to a horrible $656,500 domestically from 2,337 theaters — the third-worst debut of all time for a title rolling out in 2,000 or more locations. Here's what went wrong:
the long-delayed animated pic
opened to a horrible $656,500 domestically from 2,337 theaters — the third-worst debut of all time for a title rolling out in 2,000 or more locations — despite cinemas across the country offering discounted $5 tickets for kids and adults alike. and 2008'sSTXfilms — which is distributing the pic domestically, but has no equity in the independently produced movie — saysis the first major test of variable ticket pricing in the U.S.
“We are in a business that focuses on growing box office gross. But in this case we were looking beyond that. We were working closely with our exhibitor partners on a strategy to stimulate not only gross but growth within our business," STXfilms distribution chief Kevin Grayson said in a Sunday statement following the movie's opening.
"If you can't make over $1 million in a wide release weekend, it's not a fair test. Try it with a film which can do over $10 million," says Erik Handler of MKM Partners. "It was likely a movie that wasn't going to do well, and this was a desperate measure."last year after Open Road Films imploded. A slew of companies were involved in financing and producing the film, including the French-based ON Animation, Wild Bunch and Pathe.
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