As someone who’s been following the ups and downs of Hollywood for years, I can confidently say that “The Crow” is not exactly the superhero movie comeback we were all hoping for. The disappointing B- CinemaScore it received on its opening night is a clear sign that this film won’t be joining the ranks of box office miracles like “Elemental” or “The Greatest Showman.”
Surprisingly, many didn’t anticipate that the 2024 remake of “The Crow” would become a blockbuster. Yet, even fewer predicted it would perform as poorly as it did during its domestic debut weekend. The reboot struggled to gain traction, managing only a $4.6 million opening in the U.S. In the world of superhero movies, “The Crow’s” debut was barely 5% higher than the long-forgotten 1999 film “Black Mask,” and it underperformed notorious box office flops like “Supergirl.”
Remarkably, “The Crow” only drew about half of the North American opening weekend audience as “Bloodshot,” a superhero movie from 2020 when COVID-19 was starting to deter theatergoers. This is surprising given that more people seemed ready to face COVID-19 in March 2020 than attend the premiere of “The Crow” in August 2024, which must be quite a letdown for its producers.
In the case of movies like “The Crow,” there’s rarely just one explanation for their poor performance at the box office. A variety of factors often contribute to the financial struggles of potential blockbusters. For instance, “The Crow” faced a series of challenges, such as a weak marketing strategy, an unfortunate release date, and the high expectations surrounding the original “Crow” film (along with numerous other issues). This combination of factors helped turn “The Crow” into one of the biggest superhero movie flops of the 21st century. Keep reading to learn about the reasons behind “The Crow’s” disappointing opening weekend and how it even underperformed compared to “Superman IV: The Quest for Peace.”
The marketing was dreadful
In March mid-2024 (three months prior to the initial release), Lionsgate unveiled the first trailer for their reimagined “The Crow.” The debut, however, didn’t go as planned, with the marketing strategy seemingly stumbling out of the gates. The ominous preview, backed by a tune by Post Malone and Ozzy Osbourne, suggested that this revamp would follow the same narrative path and intensify its R-rated violence as the original film. This revelation sparked criticism from the media, while the first trailer for the reboot garnered over 91,000 dislikes shortly after release, indicating a rocky start for the project. The swift backlash generated an ominous atmosphere around the production that would be challenging to shake off.
After several months, Lionsgate didn’t make significant progress in boosting the popularity of “The Crow.” A major factor was the limited scope of their promotional efforts. It’s said that they invested merely $15 million into marketing this film, which is only slightly more than 10% of what was spent on promoting “Deadpool and Wolverine.” Consequently, potential promotional opportunities for “The Crow” were left untapped due to the relatively small marketing budget.
The 2024 San Diego Comic-Con did not include a panel or photo opportunities for “The Crow,” even though Lionsgate’s other August 2024 release, “Borderlands,” had a replica of Moxxi’s Bar as part of the event. In stark contrast, there was no indication that Lionsgate was confident about marketing “The Crow.” This was particularly evident in the poorly edited trailers for the movie, which may have contributed to its lack of success with audiences.
It lacked movie stars
As a gamer, when whispers about a “Crow” remake initially surfaced, Mark Wahlberg was rumored to be in the running for the part. However, his stint as the leading man was brief, and soon enough, other actors found themselves under consideration. In essence, the role of “The Crow” seemed like a revolving door where several prominent faces would enter and exit throughout the 2010s.
Following Bradley Cooper, Tom Hiddleston, Jason Momoa, and others, Bill Skarsgård was linked to the role initially intended for a major leading man in the remake of “The Crow.” Contrasting with Brandon Lee’s 1994 debut as a movie star through “The Crow,” the plan for this remake aimed to combine the property with a popular leading actor. However, it was Skarsgård – known for his role as Pennywise the Clown in the “It” movies – who ultimately landed the part. Despite the success of the “It” films, Skarsgård is not typically considered a box office draw. Intriguingly, “The Crow” marked Skarsgård’s first time as the lead actor in a wide-release theatrical film.
In the supporting roles around Skarsgård, there was well-known musician Tahliah Barnett, better known as FKA Twigs (with limited acting experience), and character actor Danny Huston. The rest of the cast had little recognition. No one in “The Crow” was famous enough to generate the kind of fervent audience interest that could outweigh the negative vibes surrounding this remake. By choosing a cast of less-known actors, they effectively sealed the film’s tragic box office performance.
The Crow isn’t a huge brand name anymore
Back in 2008, the initial whispers of a new “The Crow” film resurfaced, barely three years after the direct-to-video sequel “The Crow: Wicked Prayer” had been released. For many of us fans, “The Crow” was still a recent memory and the superhero movie market wasn’t yet saturated as it is today. Fast forward to August 2024, and I can tell you that the cultural landscape for this iconic film has drastically changed.
30 years had passed since the initial release of “The Crow”, and almost 20 years since the last installment hit the screens. The popularity of “The Crow” had long frozen, reaching an icy level that seemed to be missed by Lionsgate’s marketing team. Their promotional strategy for “The Crow” was lackluster, focusing excessively on the established brand name. Many of their posters and commercials simply announced a new “Crow” film without offering anything fresh or enticing.
While some franchises (like “Jurassic World”) can rely solely on their well-known logo to attract audiences, a 2024 remake of “The Crow” needed to make extra efforts to grab people’s attention due to the franchise not being as popular as it once was. This strategy might have worked in 2011 or 2012, but times have changed.
There was competition from other R-rated movies
In the past, R-rated movies were a notable exception amidst the predominance of PG-13 films during summer blockbuster seasons. For instance, in 2013, “The Conjuring” stood out against hits like “Iron Man 3” and “Fast and Furious 6”. However, the situation has reversed in 2024, with a surge of R-rated tentpole releases such as “Bad Boys: Ride or Die”, “Alien: Romulus”, and notably, “Deadpool and Wolverine”. This shift made it challenging for “The Crow” to market itself as the standout bloody action movie during a season saturated with family-friendly options. Consequently, “The Crow” seemed indistinct to those uninterested in the genre.
In a more straightforward manner, the August 23 premiere of “The Crow” places it squarely against the top R-rated films of summer 2024. “Alien: Romulus” had a successful launch a week prior, catering to some of the audience’s craving for graphic violence. However, the decisive blow came from “Deadpool and Wolverine,” which held the number one spot at the domestic box office even in its fifth week of release.
It’s no surprise that the movie titled “The Crow” had a hard time attracting viewers due to its competition. This was particularly tough when it was released alongside movies like “Deadpool and Wolverine,” which were more popular and received better reviews, both offering R-rated superhero action. In the summer of 2024, moviegoers who enjoy R-rated films had a plethora of options to choose from, a situation that contributed to the downfall of “The Crow.”
Fans were protective of the original Crow movie
1994’s “The Crow” has gained a profound emotional attachment among ’90s kids, and this devotion transcends various fan groups beyond just film and comic enthusiasts. For example, the original movie is celebrated for its impact on the metal and punk music genres. Moreover, those in the goth subculture appreciated the film for offering a unique gothic protagonist during an era where goths were often portrayed as a joke in films. Additionally, the film’s late star, Brandon Lee, who tragically passed away during the filming of “The Crow,” has garnered significant admiration for his exceptional performance in the title role. This unfortunate event has also led modern reviews to acknowledge and appreciate Lee’s work.
2024 saw the arrival of Rupert Sanders’ remake of “The Crow,” a film deeply connected to Lee’s personal life. Remakes are common in Hollywood, but this one seemed particularly eerie due to its close ties with the original’s dark and gritty themes. The promotional material for the 2024 version of “The Crow” gave off a clean, mainstream vibe, which stood in stark contrast to the raw appeal of the original movie that resonated deeply within underground subcultures. Instead of cashing in on the brand name recognition, this new adaptation found it challenging to sell a fresh perspective to fans who held the original close to their hearts.
There was a dearth of reviews
As I anxiously awaited the release of “The Crow” in cinemas, an unusual aspect of its promotional strategy surfaced. Lionsgate held off on releasing official reviews for the movie until 4pm Pacific Time on August 22. This meant that many Thursday preview screenings were already underway by the time critics could share their thoughts about the film. It was a peculiar move that not only hinted at the studio’s lack of faith in the project, but also limited one more avenue for “The Crow” to generate hype before its debut day.
To Lionsgate executives, the possibility that “The Crow” might be critically panned before its premiere may have seemed like a terrifying nightmare. However, it’s important to recall the saying “there’s no such thing as bad publicity.” A torrent of negative reviews just two days prior to release could have sparked some buzz on social media about “The Crow.” In fact, it might have even incited a few cinema-goers to buy tickets out of curiosity or to engage in “hate-watching.” Regrettably, the chatter surrounding “The Crow” was non-existent leading up to its initial screenings.
One film critic discussion centered solely around the peculiar promotional bias between influencers and critics regarding “The Crow”, with allegations that influencers were permitted early discussions about the film. The lack of pre-release chatter surrounding “The Crow” further accentuated the project’s invisibility to a large number of moviegoers, as there was no buzz, not even viral criticism, to draw attention to the movie.
There are already too many Crow movies out there
When “Top Gun: Maverick” debuted in cinemas in May 2022, a major factor generating excitement for this box-office hit was that it had been such a long time since the last “Top Gun” film. Over almost four decades since Maverick first graced the silver screen, there hadn’t been any additional “Top Gun” movies or streaming series to lessen the impact of the brand. “Top Gun: Maverick” was an eagerly awaited event, representing the genuine continuation of an ’80s action drama that moviegoers from that era adored. In contrast, the “The Crow” franchise saw four sequels released between 1994 and 2024, with two of them being direct-to-video releases. After “The Crow: Wicked Prayer” in 2005, the series took a break until its reboot hit theaters in 2024.
20 years had passed since the initial release of “The Crow,” and by that point, the brand name had been thoroughly utilized. The idea of another “Crow” movie post-1994 no longer held much appeal for filmgoers due to four previous installments already available. Instead of venturing out to watch a new “Crow” film that followed familiar storylines, viewers might as well stay home and rewatch one of the original “Crow” titles. Moreover, unlike in 2024, “The Crow” was not the first “Crow” feature to come out since Brandon Lee’s movie, considering “The Crow: City of Angels” had previously been released on the big screen. Ultimately, a remake of “The Crow” seemed excessive and unnecessary for audiences.
The Crow held no appeal for younger people
Following the closure of movie theaters due to the COVID-19 pandemic, a number of interesting trends in cinematic viewing habits have surfaced. One significant trend worth noting is that Generation Z has become the key demographic for studios to target. These enthusiastic theatergoers have contributed to the success of numerous domestic box office hits post-2021, such as “Barbie,” “Taylor Swift: The Eras Tour,” and “Inside Out 2.” To ensure a profitable film in 2024, it’s essential to cater to audiences under 30 years old. If you fail to do so, your project will likely struggle like older-focused films such as “Horizon: An American Saga — Chapter One.”
In the premiere weekend of “The Crow,” about 58% of the attendees were aged between 18 and 34, indicating its significance in contemporary cinema. However, the movie’s failure to captivate a more diverse range of younger viewers appears to have hindered its earnings potential. Additionally, Bill Skarsgård doesn’t enjoy the level of popularity on TikTok that heartthrobs typically do, and FKA Twigs is not as well-known among college-aged audiences compared to artists like Olivia Rodrigo or Chappell Roan.
1. The “Crow” brand is not recognized by younger moviegoers, and the marketing for the film did not resonate with young audiences as strongly as trailers for “Challengers” did. Moreover, the gothic style portrayed in the posters and trailers appears to be outdated compared to today’s punk and emo music scenes. By appealing more to nostalgia, “The Crow” overlooked the demographic that has become crucial for box office success since 2021.
Superhero movies in the 2020s have been erratic at the box office
In the 2020s, “Spider-Man: No Way Home” has been the highest-grossing movie domestically, earning over $800 million in North America. However, while “No Way Home” has thrived financially, the overall performance of superhero movies this decade hasn’t been as strong as it was in the 2010s. There have been successful superhero films like “Black Panther: Wakanda Forever” and “Spider-Man: Across the Spider-Verse,” but many high-profile, expensive Marvel and DC productions have underperformed. This has impacted both Marvel and DC brands, with recent flops like “The Marvels” and “The Flash” failing to match even the initial domestic box office earnings of previous Marvel and DC titles.
In a surprising turn of events, the volatile movie market was where “The Crow” took flight. Initially, discussions about remaking “The Crow” emerged when the realm of superhero flicks was primarily churning out profits, with occasional flops like “Jonah Hex.” However, this reboot found itself in an environment where even fresh Marvel Studios productions sometimes fail to meet box office targets. Despite the successes of “Deadpool” and “Wolverine,” the inconsistent financial performance of 2020’s superhero movies persisted, creating a challenging landscape for “The Crow” to debut in.
Audience word of mouth was tepid
A film may recover from a disappointing debut weekend by generating strong word-of-mouth praise. If viewers find it engaging, positive reviews can quickly multiply and help a film become successful even after a lackluster start. It’s an unusual occurrence, but movies like “Elemental” and “The Greatest Showman” have demonstrated that such success is possible in today’s movie industry. After the poor box office reception on its opening day, the creators of “The Crow” might have hoped for this kind of positive turnaround for their superhero movie as well.
Unfortunately for “The Crow”, its opening night CinemaScore didn’t bode well for its success. Audiences rated the film a B-, which is quite underwhelming. On the bright side, “The Crow” wasn’t the worst-rated superhero movie of 2024 – that dubious honor went to “Madame Web”, which received a C+ in February. This puts “The Crow” in poor company when it comes to superhero movie audience reception, as films like “Dark Phoenix” (June 2019) and “Morbius” (April 2022), which also got B- and C+ grades respectively, haven’t fared well.
Previously released films experienced a steep decline in their second week, as their CinemaScores hinted at an initial wave of intense audience dissatisfaction that deterred further viewers. Given such unfavorable audience reactions, the word-of-mouth surrounding “The Crow” was so negative that it left no room for the movie to overcome its other issues. In essence, it’s highly unlikely that “The Crow” will be the next blockbuster hit like “Elemental.”
Lionsgate has a dismal track record with superhero movies
The movie “The Crow” underscored a harsh reality in Hollywood: if you aim to create a profitable superhero film, steer clear of distributing it through Lionsgate. Despite the studio’s impressive track record with franchises like “John Wick,” “Hunger Games,” and “Saw,” its history with superhero films at the box office is dismal. Lionsgate has distributed a series of unsuccessful superhero feature films, such as “The Spirit,” the 2019 “Hellboy” debacle, and the expensive flop “Power Rangers” in 2017. The only exception to this trend is the low-budget film “Kick-Ass” from 2010. Generally speaking, Lionsgate’s superhero films are destined for failure, a fate that even a troubled production like “The Crow” couldn’t escape.
Lionsgate often faces challenges when launching superhero movies because they usually acquire and release films featuring characters who have already appeared in major motion pictures. Examples include Hellboy, Power Rangers, and The Crow. It’s not shocking that their most successful superhero movie is “Kick-Ass,” as it features a character previously unknown to the big screen.
If Lionsgate tries to generate profits from brands that are too well-known, like “The Crow,” it typically doesn’t lead to success, as seen in their struggles with marketing similar titles since “Punisher: War Zone.” These difficulties just make the situation more difficult for struggling projects like “The Crow.” With Disney distribution, “The Crow” might not have made much money, but Lionsgate’s mismanagement of the superhero genre certainly didn’t help its chances.
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2024-08-27 00:01