All is not well humming Kids Of New Directions. "Glee: 3D Concert Movie", which sank to the multiplex this weekend, roping, and only $ 5.7 million decrease in 11 place at the box office.
What has happened? View a list of the protagonist in the movie, Lea Michele, Cory Monteith, Chris Colfer, notch-plus scores from viewers of the film under 25 years, and was coming off season "Glee", which averages more than 10 million viewers . MTV News heard a couple of areas of privileged information for the opening of the film, and came up with five reasons to explain the box-office failure:
A successful 3-D concert film Hannah Montana and Justin Bieber had one thing in common: Tween-centric audience. But, as Jeff Bock, box office analyst for Exhibitor Relations, said that is simply not happen, "joy". "True fans of the TV series is not just a teenager," he said. "The majority of fans are adults, and are certainly not the population that runs out to see a concert film, especially one that has a 3-D. Gleeks Not only are they most likely went to see live performances, the film is taken. "
Bock argues that "Glee", the comparison is not accurate Bieber "Never Say Never", but "U2 3D." The film, he says, is the only concert in 3-D doc is not oriented toward a younger audience. "Despite being one of the most popular bands in the land of U2, the film barely scraped $ 10 million," he said.
"Glee" not only suffered from a hostile heart in 3-D documents show, but its successful marketing campaign to attract new eyes. According to Brandon Gray of Box Office Mojo, "In marketing," Glee "was strictly for hard core Gleek to come off as redundant and self-congratulation over casual observers can see the TV series for free. A Despite hype the show, only about about 500,000 tickets were sold for the film. "
Fox TV executives were reportedly satisfied with the marketing effort, and the anonymous source that department without saying the word, "I think it was the SH --- Y campaign, which does not communicate effectively what the films and people who have seen once again positive. I think that characterize the society has taken very relaxed approach, feeling their only mission was to warn the core fans, and not simply to fill seats. "
While the marketing campaign has been stronger, "Glee" was still in the battle at the box office with "The Help", Emma Stone segregation era drama (which opened with $ 25.5 million). The concert film was released on the losing side. "Clearly, the" help "has arrived, and brought to the attention of the women's section of the large audience," said Phil Contrin, Boxoffice.com editor. "When you have a movie that plays in-like" help, there is a ripple effect, and "Glee" felt the impact of it. "
So he had problems with census data, marketing and crowded multiplex. But do not forget the people started less receptive to the 3-D in general, often choosing to go less than the 2-D path, if the film at hand does not seem a must-see-in 3-D Event . A success like "Harry Potter and the Deathly Hallows, Part 2", for example, has had the most public yet selected a 2-D projections during the opening weekend. For the public "Glee" do not have this option. "All the emotion was not too high, and the lack of regular price alternative to the 2-D received a cash-strapped teenagers are ignorant of the movie," wrote Guru Gitesh Pandya Box Office.
Finally, in 'Glee' was not only against external competition, but themselves. Maybe there's a little 'too' Glee, "going at this time. "Children can watch the real" Glee "free fox and the fake" Glee Project ", with extra oxygen, so why spend the money for milk for a movie ticket?" Nikki Finke wrote in a moment. "And perhaps the" Glee "is a bit 'too exposed at the time and not as cold as it was originally."