As a long-time film enthusiast who has seen countless movies that either soared or bombed at the box office, I find myself utterly baffled by the case of “The Apprentice.” Having witnessed the rise and fall of numerous films, I can confidently say that this one was doomed from the start.
In October 2024, “The Apprentice,” a film depicting the early relationship between Donald Trump (played by Sebastian Stan) and his morally questionable lawyer Roy Cohn (Jeremy Strong), finally graced movie theaters following a challenging journey to production. Despite its broad release, the movie was met with dismal box office results on its debut, earning only $1.61 million, making it one of the four poorest wide releases of 2024 titles opening in more than 1,500 cinemas.
From the start, the movie “The Apprentice” encountered numerous obstacles. For instance, politically-themed films about contemporary politicians are seldom successful with audiences regardless of the time period. To make matters worse, a Donald Trump film starring Sebastian Stan angered one investor, leading to a whirlwind of media and legal drama that overshadowed the movie itself. As a result, “The Apprentice” seems fated for financial losses unless it miraculously performs as well as “Elemental” or “The Greatest Showman.” Despite its poor box office numbers, this film by Ali Abbasi was never expected to do well in theaters.
The fact that the two main actors in the movie had inconsistent box office successes added to its difficulties in earning money. Despite featuring a well-known political figure, “The Apprentice” was not always guaranteed to be profitable. This truth becomes particularly evident as we examine why it flopped at the box office.
Sebastian Stan isn’t a box office draw
It’s important to give credit where it’s due to Sebastian Stan, who has chosen to take on more challenging roles outside of his Marvel Studios projects rather than cashing in on easy blockbuster paychecks. Fans might not realize this, but Sebastian Stan enjoys leading roles in art-house films when he’s not portraying Bucky Barnes/The Winter Soldier. This has allowed him to grow as an actor, especially with his remarkable transformation for the acclaimed A24 production “A Different Man.
These artistic activities have had a price tag attached, unfortunately. Stan’s frequent involvement in independent films has made him less appealing to mainstream movie audiences. Labeling a production as “a Sebastian Stan film” doesn’t spark interest for many viewers, considering his most recognized movies are smaller-budgeted titles that the average audience hasn’t had the chance to watch.
As a devoted fan, I can’t help but reflect on the reasons behind “The Apprentice”‘s financial challenges. The show relied heavily on Stan embodying the iconic Donald Trump persona, but that didn’t quite resonate with audiences as powerfully as if a more recognized star like Bradley Cooper or Leonardo DiCaprio had taken the role. Additionally, unlike these A-listers, Stan doesn’t have a massive fanbase eager to flock to “The Apprentice.” In the realm outside Marvel productions, Stan’s relatively limited experience as a box office draw was not enough to boost the film’s chances of becoming a success.
The Apprentice has a tiny distributor
2018 marked a new chapter in Tom Ortenberg’s long-standing career in the film industry as he founded Briarcliff Entertainment, a distribution company. Prior to this, Ortenberg was associated with Open Road Films, which consistently produced several theatrical films annually. However, Briarcliff has faced some challenges compared to its predecessor. In 2018 and 2019, it released only four titles. Following a brief hiatus, Ortenberg revisited Open Road. Once those ventures concluded, Ortenberg resumed his focus on Briarcliff, with “The Apprentice” being one of the label’s key comeback projects.
According to Per Ortenberg, Briarcliff is in such a financially tight situation that the expenses for purchasing and advertising movies are paid directly from his personal bank account. Yet, it’s important to note that having limited funds for marketing doesn’t automatically lead to a box office failure, as demonstrated by the success of “Terrifier 3.” However, having a pre-existing fanbase or an exceptional hook can make up for the absence of TV ads and billboards. Furthermore, having a distributor with experience in launching successful indie films can also be beneficial.
At Briarcliff, their history is rather slim: The scarcity of resources at this distribution company led “The Apprentice” producers to launch a Kickstarter campaign to extend the movie’s theater run beyond one weekend, given its rocky start. However, overcoming these challenges will be even tougher following the film’s disastrous debut weekend. Ortenberg has had numerous career successes, such as managing the Best Picture Oscar winner “Spotlight.” Regrettably, the constraints of his Briarcliff company exacerbated several underlying commercial issues that were already present in “The Apprentice.
The Apprentice had little time to prepare a theatrical run
After the initial release, Tom Ortenberg, founder of Briarcliff, expressed relief that “The Apprentice” managed to be released at all, as it was only given approval for a domestic cinema release six weeks before its October 11 premiere date. Various legal issues concerning one of the film’s investors and other complications delayed the development of an official North American release plan.
“The main reason ‘The Apprentice’ underperformed is because it was difficult for even major studios to release big films with such a limited timeframe. Movies need time to become familiar and acquire qualities that make them must-see events. Given that Briarcliff, as a relatively new distributor, only had a few weeks to market ‘The Apprentice’, it was challenging for them to attract the public’s attention.
During those six weeks, there wasn’t a heavy flow of profitable adult dramas that could have “The Apprentice” trailers attached to them. No other Briarcliff films were being released around the same time to provide “The Apprentice” with promotional support either. To make matters worse, the green light for a domestic release didn’t arrive until several months after the movie’s premiere at Cannes in May 2024. By then, any excitement and buzz surrounding this title had already dissipated. In short, the timing for “The Apprentice” was far from ideal.
Political films have a mixed track record
In 1995, directors and actors Oliver Stone and Anthony Hopkins, who had previously achieved success with films like “JFK” and “The Silence of the Lambs”, released “Nixon”. Given their status as prominent figures in early ’90s cinema and the subject matter being a notorious president, it was expected that this film would be a highly anticipated event. However, surprisingly, “Nixon” failed to make an impact at the global box office.
Over the past few years, numerous films based on actual political figures have struggled at the box office. For instance, “W.” from 2008 and “J. Edgar” featuring Leonardo DiCaprio in 2011 didn’t do well financially. Even the highly anticipated “Vice” in 2018 failed to recoup its $60 million budget. Such films are usually difficult for the general audience to connect with, even when a popular actor like DiCaprio is playing the lead role.
2024 saw the film “The Apprentice” struggle at the box office, much like other movies about real-life political figures such as “Snowden” and “Chappaquiddick.” The reason? People prefer movies that offer a break from reality, rather than serving up reminders of real-world issues like corruption. Movies like “The Insider” and “Nixon,” which tackled similar themes in the ’90s, also failed to find success financially.
The Apprentice got generally mixed reviews
After the grand debut of “The Apprentice” at Cannes, I couldn’t help but notice the buzz among gamers and critics. They seemed particularly fascinated by how the show portrayed Donald Trump in a less-than-flattering light. But what really caught my attention was the mixed response it received. Some praised it as an explosive cinematic attack on those in power, while others saw it as a basic production lacking fresh insights about its main character.
In contrast to popular movies such as “It Ends With Us” or “Terrifier 3,” where mixed reviews wouldn’t deter interested viewers, a film like “The Apprentice” is more of an adult drama that appeals to a discerning audience. This particular genre of films is highly attentive to critics’ opinions and often makes movie-going decisions based on the buzz generated. Unfortunately, “The Apprentice” did not generate enough critical acclaim to persuade hesitant viewers.
Although critics gave good reviews to “The Apprentice,” they didn’t mention exciting or engaging aspects that regular moviegoers usually look for in theater films. The film was praised for its grim atmosphere, which may have made it less appealing. To add to this, it premiered five months after its Cannes debut, so it had already developed a divisive reputation before hitting theaters. Essentially, “The Apprentice” wasn’t seen as a victorious hero but rather a complex and non-mainstream creation when it arrived at multiplexes.
There was lots of R-rated competition
Over the weekend that “The Apprentice” premiered, moviegoers didn’t lack choices when it came to R-rated films at their local cinemas. Competing against “The Apprentice” were not just a few options; “Saturday Night” was also released widely, while “Terrifier 3” made an impressive debut at the box office. It wasn’t only these two movies that offered R-rated content either. Movies like “Joker: Folie a Deux” and “The Substance” were still playing in cinemas, and art house theaters had several limited release R-rated titles to pick from as well.
In mid-October 2024, if you were seeking a PG-13 teen romance drama or a PG live-action family film, your choices were scarce. The market was mainly filled with R-rated productions, many of which came from independent studios such as Briarcliff Entertainment. With numerous adult-oriented options to battle against, “The Apprentice” wasn’t necessarily the top pick for viewers over 17. Instead, it was simply one among several R-rated films aiming to capture the attention of mature audiences. A number of these other titles were part of established franchises with dedicated fanbases. Furthermore, competing R-rated movies like “Terrifier 3” were more geared towards escapism and closely linked to the spooky atmosphere of Halloween.
In relation to “Terrifier 3,” its numerous gruesome, unrated killings sparked a great deal of buzz and controversial conversations similar to what “The Apprentice” aimed to create. Who would care about a movie starring Donald Trump when Art the Clown was causing his usual bloody chaos? Furthermore, the abundance of films appealing to mature audiences on the big screen played a role in the declining box office performance of “The Apprentice.
It lacked a household name director
Following the success of movies such as “Holy Spider” and “Border,” along with his contributions to TV series like “The Last of Us,” filmmaker Ali Abbasi has gained significant recognition within the critical community. His latest work, “The Apprentice,” represents a significant shift into English-language cinema for him. This venture also presented an exciting opportunity to collaborate with renowned actors like Sebastian Stan and Jeremy Strong, a stark change from the relatively unknown figures in his earlier projects.
As a cinephile myself, I can say that for us dedicated film enthusiasts, the release of “The Apprentice” was a significant event. However, it seemed to pass by unnoticed in the broader pop culture landscape. Regrettably, the fact that Abbasi’s name graced the promotional materials didn’t exactly set the box office alight. If a renowned filmmaker like Christopher Nolan or Paul Thomas Anderson had been attached to this project, it would undoubtedly have become a highly anticipated cinematic event. Alas, even with such artistic talent involved, it’s hard to imagine that the appeal could have been any less enticing.
Nevertheless, Abassi lacked the widespread following or public recognition that could boost ticket sales. His previous works hadn’t gained popularity, which meant “The Apprentice” didn’t benefit from a resurgence of interest on social media platforms, similar to the acclaimed film “Border.” The lack of a well-known director was another obstacle preventing “The Apprentice” from achieving box office success.
Jeremy Strong is untested as a movie star
Prior to the 2018 premiere of “Succession,” Jeremy Strong was quite prominent, taking on character roles for several high-profile directors. His journey began in 2012 with a minor role in “Lincoln,” followed by films such as “Selma,” “The Big Short,” “Molly’s Game,” and two projects directed by Kathryn Bigelow. Despite his successful portrayal of Roy Cohn on “Succession” earning him Emmy and Golden Globe awards, being the actor from “The Apprentice” doesn’t guarantee him immediate dominance at the box office.
Since January 2020, Strong has limited his appearances to just two theatrical films, such as “The Apprentice.” Essentially, he hasn’t graced many blockbuster movies since he began leading “Succession” on HBO, hoping to become as renowned in cinemas as he is on television. Notably, Strong’s most significant film roles thus far have been secondary positions within ensembles of prominent actors.
As a gamer, stepping into the shoes of Roy Cohn alongside Sebastian Stan in a film about Donald Trump was quite the daring move. To make matters more challenging, many people aren’t familiar with Roy Cohn as a political figure, which made the idea of watching Strong portray such an infamous character less enticing for moviegoers. Given these factors, even a talented actor like Strong couldn’t significantly increase “The Apprentice”‘s box office success.
The film’s audience was too niche
As a passionate gamer, I’ve noticed that in the gaming world of 2024, hits that truly connect with players from diverse backgrounds, particularly Black and Latino gamers, tend to dominate the scene. These communities form a substantial portion of the player base for top-tier games each year. If your game strikes a chord with these groups, it’s a surefire hit, racing up the charts in no time!
It’s quite an underestimation to suggest that “The Apprentice” was well-received by viewers, given its poor performance at the box office. Upon release, it was evident that a staggering 72% of its opening weekend audience were White, with only 10% being Latino and another 10% Black. In stark contrast, the 2020 film “Everything Everywhere All at Once” managed to generate an impressive 50% of its first four weekends’ box office earnings from audiences of color.
In 2023, one of the standout limited release films was the Spanish drama “Radical.” Many other significant art house movies that year featured non-White leads, such as “Past Lives” and “American Fiction.” It’s not just big blockbusters that attract diverse audiences; they also turn out for any film that catches their interest, even smaller independent productions outside of the traditional Hollywood system. Unfortunately, the movie “The Apprentice” didn’t tap into this reality as its plotline and marketing had little to no appeal for non-White viewers. This limited appeal ultimately sealed its box office fate, underscoring the importance of catering to audiences of color promptly.
Releasing the movie in the election cycle was a mistake
The legal complications involving “The Apprentice” were intensified due to the production team’s eagerness to release the movie prior to the 2024 election season. This strategy aimed to make the project seem critically important, something audiences wouldn’t want to miss. However, this attempt to link the film with real-world events proved disastrous. The movie bombed mere weeks before Election Day, mirroring an issue that none of “The Apprentice” team could overcome.
In a sea of widespread media coverage about Trump, how does one make “The Apprentice” stand out as unique and worthy of expensive theater ticket prices? The film’s marketing campaign, which was overly self-aware, didn’t fully address this question. This promotional approach included a trailer that subtly referenced Trump’s future political career with humorous winks.
The film’s very presence seemed to magnify Trump’s influence in the political sphere. Given that the reasons for this movie’s creation are closely tied to Trump being a prominent figure within the Republican Party and American politics over the past ten years, it could be argued that the film served as a constant reminder of the prevailing political climate. For many viewers, this was an uncomfortable reality they were already trying to avoid. Given Trump’s widespread media presence, one might wonder why anyone would willingly pay to encounter more of such a figure. In fact, Trump’s omnipresence may have been intended to boost the appeal of “The Apprentice,” but it ultimately made the film irrelevant to most potential viewers.
The Apprentice’s controversies overshadowed the movie
Occasionally, controversy can become a film’s strongest ally, particularly for movies that have a following among conservative or Christian audiences. For example, the intense debate surrounding “The Passion of the Christ” and its possible anti-Semitic content before its release transformed the movie into a symbol of unity for various Christian cinema enthusiasts, who felt they were being persecuted like Jesus. These groups are drawn to films that reinforce a “us against them” perspective on the world.
On the other hand, it’s much harder for other types of films to overcome endless pre-release media scrutiny. The qualities that made “Sound of Freedom” blow everyone away at the box office, for instance, can undercut a superhero film or R-rated comedy. Even a politically-conscious drama like “The Apprentice” showed the dangers of leaning on controversy to get people into the theater.
Since its premiere at Cannes, “The Apprentice” has sparked debates and discussions about its harsh content and an episode containing Ivana Trump’s (later retracted) claim that Donald sexually assaulted her. However, the main debate around the film from June onwards revolved around financing issues with Kinematics wanting to withdraw from their involvement in the movie. This type of controversy lacks appeal for most people and is more related to complex legal terminology rather than interesting or exciting. Essentially, “The Apprentice” failed to replicate the success of “The Passion of the Christ” in turning controversy into box office success.
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2024-10-26 21:31