Monday, October 18, 2021

US first-weekend earnings of ‘No Time to Die’ drop below market expectations

"No Time to Die", opened with a first-weekend US box-office collection of $56 million, falling short of the projected pickings of $60 million to $70

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The 25th James Bond film, “No Time to Die”, opened with a first-weekend US box-office collection of $56 million, falling short of the projected pickings of $60 million to $70 million, reports Variety.com.

Coming close on the heels of the $90-million first-weekend US earnings of “Venom: Let There Be Carnage”, Daniel Craig’s last outing as Bond may seem to have not done well, but it has already made an impressive $145 million in the international markets where it has been released. And it is still to make its debut in China, the world’s largest cinema theatre market.

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Additionally, the film, which cost $250 million to make, not counting the $100 million spent on marketing and promotions, is being financially cushioned by its many on-screen placement tie-ups with brands extending from Heineken and Smirnoff to Rolex and Aston Martin.

Variety.com cites two reasons that may be behind the less-than-expected first weekend earnings of “No Time to Die”, despite universal critical acclaim.

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The first is the film’s long run-time — two hours and 45 minutes — which may have kept a number of senior citizens away because of the fear of spending too much time in movie theatres at a time when the Delta variant is continuing to cause hospitalisations and deaths in the US.

The second is the undiminished popularity of “Venom”, which offers head-to-head competition to “No Time to Die”. It continues to be a crowd puller, despite its second weekend earnings adding up to $32 million. Trade analysts believe “Venom” is cannibalising Bond audiences.

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