{"id":149346,"date":"2022-12-06T03:25:17","date_gmt":"2022-12-06T03:25:17","guid":{"rendered":"https:\/\/harchi90.com\/black-adam-faces-theatrical-losses\/"},"modified":"2022-12-06T03:25:17","modified_gmt":"2022-12-06T03:25:17","slug":"black-adam-faces-theatrical-losses","status":"publish","type":"post","link":"https:\/\/harchi90.com\/black-adam-faces-theatrical-losses\/","title":{"rendered":"‘Black Adam’ Faces Theatrical Losses"},"content":{"rendered":"
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\u201cBlack Adam\u201d has hardly been given a hero’s welcome in its box office run, generating just $387 million globally after seven weeks on the big screen.<\/p>\n

That may seem like a lot of coinage, especially in COVID times when movies of all shapes and sizes are struggling to reach pre-pandemic grosses at the box office. But \u201cBlack Adam,\u201d a comic book adventure starring Dwayne Johnson as a villain who once promised to change the \u201chierarchy of power\u201d in the Warner Bros. DC universe, didn’t come cheap, costing $195 million to produce. And a big-budget movie led by Johnson \u2014 one of the biggest movie stars in the world, who plays against type here as a murderous anti-hero \u2014 requires a worldwide marketing spend of $100 million, according to knowledgable individuals. Insiders at Warner Bros. push back, saying that COVID-related box office limitations led the studio to scale back the global advertising campaign to $80 million.<\/p>\n

More from Variety<\/strong><\/p>\n

As a result, the film needed to earn around $600 million worldwide to break even and to surpass that lofty benchmark to turn a profit, according to sources familiar with the financials. Yet box office experts believe \u201cBlack Adam\u201d will stall out with less than $400 million globally, which is problematic since movie theater owners get to keep around half of those sales. Now, the movie stands to lose $50 million to $100 million in its theatrical run, according to the estimates of insiders as well as rival executives with knowledge of similar productions. Sources at Warner Bros. dispute those numbers, saying the movie will break even at $400 million. When the movie was commissioned, the break even was believed to be $450 million, but that figure has dropped given the particularities of the new home entertainment landscape, one in which \u201cBlack Adam\u201d has over-performed projections. They also argue that these ancillary revenue streams have grown more profitable with shorter theatrical windows. Thanks to pandemic era concessions, films hit home entertainment platforms in 33 days rather than 75, which reduces the money needed to revive marketing campaigns for a digital launch. With ancillary revenues, sources at Warner Bros. say that the film is poised to get into the black.<\/p>\n