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.
01:19For more on this story, go to THR.com.
01:22This is The Hollywood Reporter News.
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