How A24 and Sony are reviving the rom-com with Celine Song's 'Materialists'

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7 Min Read

A24 recorded a top 10 hit with $31.3 million on Celine Song Materialist In North America, thanks to a carefully tuned campaign that revived interest in the ROM-COM genre. The first wave of Sony’s international releases seems to be doing the same thing.

Two years after A24 released the song’s first feature, an Oscar nominated romance Past lifethe company reunited the producer’s killer film and the filmmaker’s latest Love Triangle story at 2am. The goal was to appeal not only to ROM-COM fans, but also to viewers who were interested in returning acclaimed filmmakers with subtle storytelling bias.

The starry cast with powerful chemistry was helpful. Unlike Song’s 2023 film, he had little-known actor experience pinned down to Greta Lee’s breakout performance, but Materialist It boasts family names: Dakota Johnson, Pedro Pascal and Chris Evans.

But before the A-list cast was able to serve the story of elite New York matchmakers, fascinated by a wealthy man and her unrivaled ex, A24 wanted to trigger a conversation and capture the delicateness of the story, sexy, funny and bravely honest about the economic reality of modern dating.

Three trailers

Ahead of its June 13 release, the A24 released three different trailers to capture the tone complexity of the film. The beginning of March 18th introduced the lead to reveal who is who. The second trailer on May 22nd focused on nostalgia, reminiscing about the 1990s. Notting Hill, You’ve got mail, and I’ve never been kissed. The third trailer drop on May 27th was a sharp and provocative homage to the old Mastercard commercials, playing around with the idea of ​​people’s values ​​in the dating economy.

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On June 6th, A24 created the Menofny.com website, gathering intelligence on the attributes of anonymous single men in New York and listing the likes and dislikes of potential partners. The resulting “romantic value” was fed to live tickers on the New York Stock Exchange and appeared on mobile signs around the city.

The fact that the three leads clearly enjoyed each other’s company was a huge boon. In addition to print and online interviews, they participated in the game in a format of questions and answers like Vogue’s From the cuffs And Ladbible Entertainment’s would you rather?and Hot thingsan increasingly popular promotional staging post, where subjects should discuss their careers as they eat chicken wings gradually soaked in hot sauce. Poster art featured all three leads together and as individuals.

The opening weekend proved to be a solid counter point How to Train a Dragon Holdovers like Lilo & Stitch, ballerina and Karate Kid: Legend Exguchi’s polls revealed that the film is the most popular among women under the age of 35. New York and Los Angeles were, as expected, major markets for films, but there was a large turnout in other major metropolitan areas such as Boston, Dallas, Miami and Phoenix.

Materialist Opened for $11.3 million from 2,844 locations to make the A24’s third-highest debut civil war $25.5 million in April 2024 Hereditary For $13.6 million in June 2018. Three weeks later, he will be eighth on the holiday on July 4th and staying on 49% weekend, playing on sites with fewer than 1,931.

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International development

At the same time, the film is in the early stages of its international release. He has already made $10 million on Tuesday from around 22% of his international footprint, and has won rafts of territories, primarily Eastern Europe, for $3.7 million from Australia. Materialist This week, it will open in France and Belgium in Latin America at the end of July. Song’s film will take place in the UK on August 15th.

A24 exchanged information and some material with Sony’s international streaming team, as their partner did in Sally Hawkins’ horror I’ll bring her back, It will open in the UK on July 26th at $19.3 million in five weeks in North America.

Sony has recently released it on ROM-Coms Anyone other than you From the second half of 2023 onwards, It’ll end with us Fall 2024. Materialist It combines the classic Rom-com essence of the former with elements of more serious and romantic elements from the latter.

International campaigns to promote films outside North America directly for commitment, as all three leads are not available Materialist I leaned against the fun, foamy side of the film. We used behind the scenes footage of the stars, establishing the characters through one sheet and one international trailer that focuses more on the dating process itself.

Of the Sony tricks, the best so far, was a series of “Girls’ Night Out” pre-screenings in Australia and the Netherlands. A women-only event advertised on cinema lobby, social platforms and media portals.

US box office revenue is a key component of the overall success of the film, screen We understand that favorable reviews on film and culture websites tend to stimulate international audiences. And there are many solid ratings of rotten tomatoes counted (Materialist (Currently 88%). In that respect, North America and the International Arena arena are located in Rockstep.

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