The boxoffice stumble of Universal Pictures’ action thriller “Ambulance” is blamed on Netflix streaming original movies in the action-adventure genre, diminishing audience desire to hoof to cinemas for the same. Helmed by pedigree action-film director Michael Bay, R-rated “Ambulance” ranked fourth the past weekend with a weak $8.7 million in boxoffice for the three-day Friday-through-Sunday period. The top film “Sonic the Hedgehog 2”–which is a PG-rated family film–posted a robust $72.1 million for Paramount Pictures for that April 8-10 weekend.
Deadline.com journalist Anthony D’Alessandro wrote that original theatrical films not based on a well-known brand (such as comic books or novels) “look like an action film they’ve seen (already) on a Netflix queue, (and) they’re not going to go out of their way to see it. ‘Ambulance’ obviously is on a 17-day window, and given that, well, older dudes will wait to see this at home,” meaning a two-week cinema phenomenon.
This thinking is taking hold, and could seep into movie development across Hollywood. It’s not a sure thing because flashy action films are made for the big silver screen, and the “Ambulance” stumble could be an outlier and not a trend applying to all.
Variety journalist Rebecca Rubin provided a long, thoughtful analysis, starting with the observation that action-adventure films have no pandemic excuses for weak boxoffice. The genre’s the young male audience returned to cinema quickly as the pandemic fades. The “older male moviegoers, the target demographic of Bay’s films, have shown up for ‘The Batman,’ ‘Spider-Man: No Way Home’ and James Bond’s latest mission ‘No Time to Die,’” Rubin wrote. Her article quoted experts with insights, some of whom felt the “Ambulance” release date was a handicap because of cinema competition.
Netflix has ramped up output of original movies with big budgets and silver-screen star power. They include “The Adam Project” starring Ryan Reynolds, “Red Notice” starring Dwayne Johnson and “Spenser Confidential” in the action-adventure-thriller realm. Other streamers are slowly growing their output too.
D’Alessandro observed that “Universal’s marketing materials testing well. Times have changed, and a brilliant movie such as 1994’s ‘Speed’ would have a hard time in today’s moviegoing economy. Furthermore, when it comes to action films in today’s cinemas, it’s the superhero pics that have it all, everything else is B-rated.”
Deadline.com adds, “Those who bought tickets love the movie with an A- CinemaScore. However, there was a disparity with PostTrak exits which were much lower at 77% positive, and 61% recommend. Older guy heavy as expected at 62%, 77% over 25 with 49% over 35 years old.”
“Ambulance” cost $40 million to make, which is moderate by the standards of action maestro Michael Bay, whose tentpole films of the past cost more than $100 million to make. His credits include five “Transformer” movie blockbusters, “Pearl Harbor,” two “Bad Boys” films and “Armageddon.” He has made smaller action films of distinction include Benghazi disaster real-life drama “13 Hours.”
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