'Americana' starring Sydney Sweeney opposite Paul Walter Hauser and Halsey bombed at the box office over the weekend. The film debuted nationwide in 1,123 theaters and opened to an estimated $500,000 for a sixteenth-place finish. But insiders say 'Americana' is in no way a disappointment, and that it is a perfect fit for the multi-platform strategy that defines its Lionsgate Premiere division. 'Americana' opened in the wake of the media firestorm surrounding Sweeney's American Eagle jeans campaign that saw even President Donald Trump weigh in on the controversy.
00:00Americana starring Sidney Sweeney opposite Paul Walter Hauser and Halsey bombed at the box office over the weekend.
00:07The film debuted nationwide in 1,123 theaters and opened to an estimated $500,000 for a 16th place finish.
00:17It did even less business than the annual re-release of the iconic The Grateful Dead movie,
00:21which was released on IMAX screens for the first time this year as part of the band's 60th anniversary celebrations.
00:27But insiders say that Americana is in no way a disappointment and that it is a perfect fit for the multi-platform strategy that defines its Lionsgate premiere division,
00:36which targets specific audiences, operates on a bare-bones marketing budget, focuses heavily on home entertainment,
00:43and looks for titles that will boost the value of the overall film library.
00:47The crime heist movie, which has been well-received by critics, has taken more than two years to arrive on the big screen after first premiering at South by Southwest in 2023.
00:55Americana opened in the wake of the media firestorm surrounding Sidney Sweeney's American Eagle jeans campaign that saw even President Donald Trump weigh in on the controversy.
01:05It's tough to know whether the controversy had any impact.
01:07If anything, it could have boosted awareness, given that Lionsgate premiere's marketing spend was minimal in keeping with its mandate.
01:13Elsewhere at the weekend box office, nobody, too, opened in third place behind Holdover's Weapons and Freakier Friday.
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