Martin Scorsese’s Western crime drama, “Killers of the Flower Moon,” kicked off its North American box office run with $2.6 million in Thursday previews. In comparison, Taylor Swift’s “Eras Tour” made $5.9 million and is on track to surpass the $100 million mark domestically.
“Killers of the Flower Moon,” produced by Apple Original Films, brings together Scorsese with two of his frequent collaborators, Leonardo DiCaprio and Robert De Niro. Lily Gladstone also stars in the film, based on David Grann’s book about the murders of Osage Nation tribe members in the 1920s after oil was discovered on their land in Oklahoma.
Meanwhile, Swift’s “Eras Tour” is expected to dominate the weekend box office with potential earnings of up to $35 million, unless there is a significant drop in attendance. The film has screenings scheduled from Thursday to Sunday.
It’s difficult to predict the success of “Killers of the Flower Moon” for a few reasons. Firstly, the film has a lengthy running time of three hours and 26 minutes. Additionally, the target audience, older adults, tends not to rush to theaters on opening weekend, although nearly a quarter of Thursday’s audience was 55 and older.
Complicating matters further is the ongoing SAG-AFTRA strike, which has prevented DiCaprio and the rest of the cast from participating in any promotional activities since July 14. However, Apple managed to conduct some interviews before the strike began and garnered global attention when “Killers of the Flower Moon” premiered at the Cannes Film Festival in May. Nonetheless, actors like Scorsese, who has a dedicated fan base, had to handle most of the promotional efforts alone.
With a budget of $200 million, Apple and distribution partner Paramount are hoping for an opening weekend gross of at least $20 million. However, some tracking services predict it could exceed $25 million. More crucial than the opening weekend performance is how “Flower Moon” fares during the subsequent weeks as awards season unfolds.
While there are no direct comparisons, similar adult-oriented films like “Ford vs. Ferrari” and “Elvis” earned $2.1 million and $3.5 million, respectively, in Thursday previews. Exit polls for “Flower Moon” indicate promising results, with an 87 percent positive rating and a strong recommendation rate of 72 percent.
This weekend is a significant moment for Apple’s film ambitions. “Killers of the Flower Moon” is considered the tech giant’s biggest event film to date with a traditional theatrical release, rather than opting for streaming quickly. Earlier this year, Apple Original Films announced plans to spend $1 billion annually on movie production, aiming to strengthen its streaming service and establish a presence in theaters.
Following the release of “Flower Moon,” Apple’s next major theatrical release will be Ridley Scott’s historic epic, “Napoleon,” starring Joaquin Phoenix in the titular role. The film is set to open on November 22, just before Thanksgiving, and is a keenly awaited test for Apple’s foray into cinema.
In conclusion, the box office performance of “Killers of the Flower Moon” and Taylor Swift’s “Eras Tour” are closely watched this weekend. Both projects bring valuable opportunities for Apple to expand its film ambitions and establish a presence in the industry.