Dwayne Johnson and Chris Evans are here to save the day, igniting a beacon of hope as their festive flick, "Red One," premieres across North America this weekend, emerging from a challenging autumn season. Tracking indicators suggest that this action-packed adventure will unleash a domestic debut within the $30 to $35 million range for Amazon MGM Studios, poised for a prolonged journey through the year-end holidays (with our fingers tightly crossed).
However, chatter surrounding the film's box office performance will undoubtedly abound, considering its staggering $250 million production budget. Typically, a major studio facing similar circumstances would face intense scrutiny if a film with such a hefty price tag debuted with these figures. Yet, Amazon stands firm, asserting that its business model, fueled by subscribers rather than solely box office receipts, is a world apart. The studio also harbors ambitions to launch a groundbreaking new film franchise.
Exhibitors are absolutely thrilled to present the first legitimate Christmas movie since "The Grinch" graced screens in 2018, especially one featuring such high-profile talent. Rated PG-13, this original tale unfolds when Santa Claus, codenamed "Red One," is abducted, prompting the North Pole's security head (Johnson) to team up with the world's most notorious bounty hunter (Evans) in a globe-spanning, heart-pounding mission to rescue Christmas, as described by Amazon MGM.
Helmed by Jake Kasdan, with a screenplay by Chris Morgan and a narrative by Hiram Garcia, "Red One" boasts an ensemble cast including Lucy Liu, Kiernan Shipka, Bonnie Hunt, Kristofer Hivju, Nick Kroll, Wesley Kimmel, and J.K. Simmons. Though reviews in the U.S. haven't been overly favorable, the film carries a PG-13 rating.
"Red One" spearheads a series of high-stakes year-end blockbusters poised to open and, with luck on their side, revert the box office fortunes after a rough autumn lacking in fresh content. On November 22, Universal's "Wicked" and Paramount's "Gladiator II" will debut, followed by Walt Disney Animation's "Moana 2" on November 27. (This high-profile lineup has been nicknamed "Moanapocalypse" or "Glicked" by many.)
Amazon MGM has launched an all-out marketing offensive for "Red One," encompassing ads during major sporting events, orchestrating an ambitious screening series, and dispatching talent worldwide. The studio has also implemented various local promotions to reach multicultural audiences. Collaborating with It's Boba Time, a beloved AAPI-owned boba chain, Amazon offered a custom "Red One"-themed drink called the "Missing Santa" at all 88 locations for two weeks. The studio partnered with five local Black-owned coffee shops and bakeries to host free "Red One" drink giveaways to promote the film during its opening week, including Hilltop in Los Angeles and Sip and Savor in Chicago. Furthermore, activations took place in 13 stores in the Los Angeles area with Curacao, a popular retailer within the Latinx community.
Warner Bros. Pictures is distributing the Seven Bucks production internationally, where it premiered a week early to $28 million. Amazon greenlit "Red One" even before acquiring MGM. Insiders reveal that the film's success will hinge on its global box office tally, coupled with its performance on Prime this holiday season and beyond, cementing its status as a perennial Christmas favorite.
