Breaking News         Latest US News              New York News              Fx Tribune

How to Deal With German Shepherd Aggression
LOS ANGELES—Will Oscar take Moonlight to the bank?When the Academy of Motion Picture Arts and Sciences named Moonlight best picture on Sunday, the organization made cultural history, and not just for the bonkers way the victory was announced. For the...

‘Moonlight’ is moving into 1,500 theatres across U.S. following Oscar win | Toronto Star

LOS ANGELES—Will Oscar take Moonlight to the bank?When the Academy of Motion Picture Arts and Sciences named Moonlight best picture on Sunday, the organization made cultural history, and not just for the bonkers way the victory was announced. For the...

‘Moonlight’ is moving into 1,500 theatres across U.S. following Oscar win  | Toronto Star

LOS ANGELES—Will Oscar take Moonlight to the bank?

When the Academy of Motion Picture Arts and Sciences named Moonlight best picture on Sunday, the organization made cultural history, and not just for the bonkers way the victory was announced. For the first time, Hollywood backed a gay-themed film — one with an all-black cast — as its finest cinematic work.

Now the pressure is on A24, the relatively new studio behind Moonlight, to use that achievement to fill theatre seats.

A24 said Tuesday that it had booked Moonlight into at least 1,500 theatres in the United States for the coming weekend. That would be the film’s widest release by far. While Moonlight has been chugging along in theatres for 20 weeks now — a feat unto itself that speaks to A24’s nurturing — it has so far played in a maximum of 1,104 locations, a relatively small footprint. By comparison, La La Land played 3,236 theatres at its widest point.

Read more:

Trump blames Oscar mix-up on Hollywood elites who were preoccupied with politics

Oscars’ epic Best Picture fail a Hollywood metaphor

The question is whether the best picture designation and the enormous media attention generated by the Oscars ceremony will convince mainstream ticket buyers who have not yet supported Moonlight to take a gander. Despite its long run, Moonlight, which also won Oscars for its screenplay and for Mahershala Ali’s acting, has taken in only $22.1 million (U.S.) at domestic theatres, held back by its subject matter, lack of star power and novelistic structure.

Ticket sales so far for Moonlight are the second lowest on record for a best picture winner, according to comScore, which compiles ticketing data. The Hurt Locker, which took in $17 million in 2009, or $19 million after adjusting for inflation, is the lowest. (Moonlight only cost $1.5 million to make. The Hurt Locker cost $15 million.)

A24 declined to comment for this article.

The so-called Oscar Bump at the box office varies widely. Some films have already concluded their theatrical runs and receive nothing. In other instances, the effect can be substantial. According to comScore, the previous three best-picture winners — Spotlight,Birdman, 12 Years a Slave — each generated 10 per cent or more of their total domestic grosses after their victories.

For winners that are seen as especially arty, the boost can be even bigger. The Artist, a black-and-white, largely silent film that was named best picture in 2012, collected 29 per cent of its total gross after that year’s Oscar ceremony.

A24, which was founded in 2012 and focuses on high-quality, hard-to-market movies, has gained a reputation as one of the savvier specialty film distributors in Hollywood. In the case of Moonlight, directed and co-written by Barry Jenkins, A24 first released the film in mid-October in only four theatres in New York and Los Angeles to begin building word-of-mouth.

The company then began testing demand in theatres in cities like Atlanta and Washington that drew a cross-section of mainstream and specialty film ticket buyers, many of them African-American. In the film’s 13th weekend — using the Golden Globes as a peg — A24 pushed Moonlight from 135 theatres to 582. But demand was soft in spots: In most areas of the country, the multiplex crowd was not yet on board.

Only after the Oscar nominations (Moonlight received eight) did the film manage to cross the 1,000-theater mark. (It was released on DVD on Tuesday.)

“A24 has done a fantastic job of nurturing and protecting this film,” said Daniel Loria, editorial director of Box Office Media. “To pay sustained attention to single-screen runs over the course of months, that takes real commitment.”

The Toronto Star and thestar.com, each property of Toronto Star Newspapers Limited, One Yonge Street, 4th Floor, Toronto, ON, M5E 1E6. You can unsubscribe at any time. Please contact us or see our privacy policy for more information.

Our editors found this article on this site using Google and regenerated it for our readers.

Breaking News Headlines

banner30
Police denounce a plague of mosquitoes in the dungeons of the courthouse of Tenerife
Police denounce a plague of mosquitoes in the dungeons of the courthouse of Tenerife
The Utopia of the ideal library
The Utopia of the ideal library
Yellen will leave the Federal reserve after the respite in the presidency
Yellen will leave the Federal reserve after the respite in the presidency
Hochtief, the German subsidiary of ACS, closes the loan of 15 billion for the purchase of Abertis
Hochtief, the German subsidiary of ACS, closes the loan of 15 billion for the purchase of Abertis
Rull and Turull ask to get out of prison because they have complied with the 155
Rull and Turull ask to get out of prison because they have complied with the 155
Junqueras requests his departure from prison without explicitly complying with the 155
Junqueras requests his departure from prison without explicitly complying with the 155
A second woman accuses Senator Al Franken of groping her.
A second woman accuses Senator Al Franken of groping her.
Gunned down the president of the Human Rights Commission of Baja California Sur
Gunned down the president of the Human Rights Commission of Baja California Sur
Most Australians support legalize gay marriage
Most Australians support legalize gay marriage
At least five dead in a shootout in California
At least five dead in a shootout in California
Members of the MS-13 band recorded the torture and murder of a teenager in Virginia
Members of the MS-13 band recorded the torture and murder of a teenager in Virginia
At least three dead in a shootout in California
At least three dead in a shootout in California
POLLS Results ALL
Who is the most powerful actor in Syria

banner31
Front Pages
  • The Sun
NEWS ARCHIVES