One source
described the past weekend as a "box office showdown between
Scott Pilgrim vs. the World,
Eat, Pray, Love, and
The Expendables." Notwithstanding that the film
scored 81% at Rotten Tomatoes and had all kinds of positive press and a rabid fan base, the film has done
very badly.
The box office numbers are in and Scott Pilgrim vs. the World isn't just flop, it's one of the biggest bombs of the year. On the internet it's been nothing but hype for months, but that hype only translated into a dismal fifth place opening and a $10 million in earnings which only got harder to earn as the weekend went on. Scott Pilgrim made almost half of its total on opening night. Not exactly an encouraging figure if you're hoping it'll make more money with momentum built through word of mouth. When it comes to momentum, there is none. Barring some overseas miracle there's no way it'll ever make back it's $60 million budget theatrically, and if you're a fan of director Edgar Wright's work, you're either busy convincing yourself that box office doesn't matter (it does, he'll have a harder time getting the money he needs for his next project now) or you're sitting around wondering just where it all went wrong.
A few years ago,
Serenity also scored an 81%, also had all kinds of positive press and a rabid fanbase, and likewise didn't do well. The author says that
Scott Pilgrim's apparent financial failure--
not an artistic failure--didn't come from a lack of promotion, but from its narrow audience, aimed not only at geeks of a certain age but at a specific subculture of geeks.
People say it's become cool to be a geek. That's not true. People have just started applying the word geek to cool people. Hipsters aren't geeks and geeks aren't rock musicians and rock musicians aren't old school gamers and aging gamers don't like musicals. In a perfect world none of that would matter and people would simply show up to the theater and be blown away by the innovative level of creativity on display in Scott Pilgrim, but you have to get them there first.
Maybe Universal could have lied more in the marketing, but it's hard to fault them for being honest about the movie they had to offer. They were proud of Edgar Wright's work, and advertised it accordingly. Deadline says Universal knew it would flop, but they also knew it was good, and simply didn't care. Perhaps they're banking on it finding new life as a massive cult hit on DVD, and that's exactly what it deserves to be. To make that happen, it's up to you and me. Scott Pilgrim's a flop and it'll take a minor miracle to turn that around before theater owners give up and stop showing it. But maybe, if it's lucky, Pilgrim will find new life somewhere down the road as a must-see Netflix rental. When it hits Blu-ray, buy it and force it on your friends. Whether they're potheads or nerds, ravers or comic book readers, they'll thank you for it. It's Scott Pilgrim fans vs. the World.
Thoughts? Edgar Wright as the new Joss Whedon worries me for Wright's sake, honestly.