The longer the global health crisis in the world right now goes on, the more of a desire there is for life to return to normalcy. In good news, many movie theaters have now opened up back up to a most notable level since pre COVID- 19. Attendance for movie goers has been record low, however a recent premiere of Solstice Studios, “Unhinged” is giving the U.S Box Office some hope.
In a recent article by Rebecca Rubin for Variety, she discusses the film “Unhinged,” and its success as being the first major theatrical release since March. The film premiered in 1,823 venues in North America and pocketed more than $4 million dollars in its first weekend. Unhinged cost $33 million to produce, which doesn’t include marketing and distribution costs, and the filmmakers are aiming to reach $30 million in revenue during the film’s theatrical run time. Which will be longer than the average films run time.
In a recent interview, Shari Hardison, Solstice’s head of distribution, gave a quote stating “We have a lot of stairs to climb, but the first steps are encouraging.” There’s a long way to go for the U. S box office to survive in the pandemic world, but the major success with “Unhinged” since its release is a step in the right direction.
The CEO of Solstice, Mark Gill, stated that his mantra throughout the whole global health crisis has been “Slow and steady wins the race.” He later expressed his satisfaction with “Unhinged’s” opening weekend stating: “This weekend is the first step. The next couple of weeks will show us a lot more. The rebuilding process is going to take 9- 18 months. Our belief in the long-term success of the theatrical business is unshaken.
Read Rebecca Rubin’s article Box Office: Russell Crowe’s ‘Unhinged’ Off to Decent Start as U.S. Theaters Slowly Reopen Here
Listen to Mark Gill’s full interview on the release of Unhinged Here