Box office preview: Dwayne Johnson-Chris Evans' 'Red One' kicks off year-end with tentpole parade
A1 Digital India News: Amazon originally intended to sell $250 million worth of Christmas movies directly to Prime Video before buying MGM. In any case, that's what we're expecting when their new Christmas movie, The Red One, arrives in North America this weekend after a tough fall. Tracking suggests the action-adventure film will debut domestically in the $30 million to $35 million range at MGM Studios for Amazon ahead of the year-end holidays (hopefully).
However, given the $250 million cost, there will be a lot of discussion about the movie's performance at the box office. A major legacy studio in that situation would come under intense scrutiny if a similarly priced movie released in these numbers, but Amazon says its business model is very different and driven by customers, not just the box office. They also hope to launch a new movie franchise.
And exhibitors are certainly excited to be screening the first proper Christmas movie since The Grinch opened in 2018 before the pandemic, let alone a film with such high-profile talent. Rated PG-13, the original story follows the events of Santa Claus – codenamed “Red” – who is kidnapped and sent to the North Pole to become the head of security (Johnson) for the world’s most notorious bounty hunter (Evans), Amazon explains why and MGM’s take on a globe-trotting, action-packed mission to save Christmas.
Directed by Jake Kasdan with a screenplay by Chris Morgan and a story by Hiram Garcia, The Red One stars Lucy Liu, Kiernan Shipka, Bonnie Hunt, Kristofer Hivju, Nick Kroll, Wesley Kimmel and J.K. Simmons were also there. It’s Called a US It’s rated PG-13 in the US, where reviews have been poor.
Red One is the first in a series of films to be released at the end of the year and if it does well, it will return to the list of good movies at the box office. Universal's Wicked and Paramount's Gladiator II will both release on the 22nd, followed by Walt Disney Animation's Moana 2 on the 27th. (Many dubbed this high-profile hallway the "Moanpocalypse" or "Glicked.")
Amazon MGM has created a full marketing campaign for Red One, including advertising at major sporting events, coordinating an ambitious screening series, and sending talent to locations around the world.
The studio also did a lot of local promotions to reach a multicultural audience. Amazon is collaborating with the popular AAPI-owned boba company It's Boba Time to create a custom Red One-themed drink called "Missing Santa" at all 88 locations for two weeks. The studio partnered with five local Black-owned coffee shops and bakeries to host free giveaways of Red One beverages to promote the film during opening week. Locations include Hilltop in Los Angeles and Sip & Savor in Chicago. There are also activations for 13 stores in the Los Angeles area with Curacao, a popular retailer within the Latino community.
Warner Bros. Pictures is distributing the Seven Bucks production internationally, where it debuted to $28 million a week ago. Amazon had already given the green light to make Red One before it bought MGM. Insiders say the film's success depends on the global box office, as well as how it dominates this holiday season and becomes a Christmas favorite in the years to come.