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In America, ’This Is It’ Falls Below Expectations
1-Nov-2009
Written by: Justin Key
Michael Jackson’s last days draw international audiences but fails back at home.
Despite Sony pulling out the big guns with promoting 'This Is It,' the documentary of Michael Jackson's last days was No. 1 this weekend but performed far from spectacular.
After 17 premiere events around the world, a supposedly 2-week limited release, and extensive news-media coverage, the film made $21.3 million over the weekend for a total of $32.5 million for its opening five days. Disappointing, to say the least, especially considering the 80% fresh rating on RottenTomatoes.com.
But the whole world loved Michael Jackson so, as predicted, overseas sales have been considerably more impressive. Reports have $68.5 million in international sales as people came out in waves for the 111 minute compression of over 120 hours of rehearsal footage for the London concert Jackson was preparing for at the time of his death.
After an opening day that was neither a flop nor ground-breaking, the hope was that word of mouth would push for a phenomenal weekend. Obviously that didn't happen as Sony and AEG Live, the company that shot the footage, would have wanted. Speculations cite Halloween as a possible factor.
When asked for comment, Sony President, Rory Bruer, said that "This Is It" was always meant to be an international hit; numbers are well within their original projections. That's all fine and dandy, but then why has the two-week run been extended to past Thanksgiving? Or was that all part of the plan, too?
Either way, Sony, who paid $60 million to make the movie, will profit wonderfully with over $100 million made in the first week. It's already broken the record for best-selling concert film, stealing the title from “Hannah Montana/Miley Cyrus: Best of Both Worlds Concert Tour,” which had a lifetime worldwide gross in 2008 of $70.6 million.
Time will tell if Halloween was the real culprit, or if the rave reviews will give the film wings. Either way, "This Is It."
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