5 Reasons Why "The Smashing Machine" Underperformed at the Box Office
Dwayne "The Rock" Johnson, a household name and global superstar, faced an unexpected setback as his latest film, A24's "The Smashing Machine," failed to make a significant impact at the box office. Despite the film's anticipation and awards season buzz, it managed to draw in a mere $6 million during its opening weekend, marking the lowest debut for a movie starring Johnson. This drastic outcome stands in stark contrast to the film's budget, which reached an estimated $50 million before considering marketing costs. Initially, projections indicated that the film would debut between $10 million and even $20 million. So, what went wrong? Why didn’t Johnson’s star power resonate more effectively with audiences? Let's dive into the key factors that contributed to the underwhelming performance of "The Smashing Machine."
1. The Taylor Swift Factor
It might be surprising, but while Johnson's star power is formidable, it can't quite compete with the phenomenon that is Taylor Swift.
In September, Swift not only released her new album "The Life of a Showgirl" but also surprised everyone by announcing "Taylor Swift: The Official Release Party of a Showgirl," which opened directly against "The Smashing Machine" on a date A24 had earmarked months in advance. This unexpected release overshadowed Johnson's film, drawing in $33 million domestically and $46 million globally.
Even though the target audiences for a concert film and a biopic on UFC champion Mark Kerr differ greatly, it's clear that Swift's film captured the majority of public attention. Let's not forget, her 2023 concert film "The Eras Tour" grossed nearly $250 million worldwide, demonstrating her unmatched status in the entertainment industry today. So, while both films theoretically could have coexisted, Swift’s presence undeniably drew focus away from Safdie, Johnson, and A24.
2. Good Buzz, Yet Not Great
Attracting audiences to theaters today poses a challenge like never before. For a film not linked to a well-known franchise or lacking overwhelming visual allure, it must produce extraordinary buzz to coax people out of their homes. Unfortunately, feedback for "The Smashing Machine" remained positive but not compelling enough to elevate it to the must-see level that entices viewers.
The film currently boasts a 73% approval rating from critics on Rotten Tomatoes, alongside an audience score of 77%. These are solid figures but hardly remarkable. Adding to the challenge, its B- CinemaScore suggests that the word-of-mouth enthusiasm for the film is likely to be lukewarm. A24 hopes for a resurgence in interest as the awards season approaches, but the current metrics don't inspire much optimism for a turnaround.
In a review for /Film, Bill Bria noted, "Johnson's performance alone is worth the price of admission," and Emily Blunt's role has also received considerable acclaim. However, rather than igniting passion, the film seems to have morphed into a curiosity for many moviegoers, leading them to opt for a "wait-to-stream" attitude—a trend that might improve later viewing numbers but isn't helping its current box office performance.
3. The Difficult Landscape for Adult-Oriented Films
Since the COVID-19 pandemic, the box office has faced immense difficulties recovering, particularly for films intended for adult audiences. This demographic tends to prioritize home viewing over going to theaters unless the film promises a compelling experience. Unfortunately, "The Smashing Machine" is somewhat of a casualty in this context, as many viewers lack familiarity with Mark Kerr. While the UFC enjoys enormous popularity today, this film wasn't specifically marketed as a UFC-centered movie.
For comparison, A24’s "Civil War," which promised action and intensity, opened to $25.5 million and eventually grossed $127.3 million globally. The difference in cinematic appeal is tangible; many people felt little urgency to see "The Smashing Machine" on the big screen. Other films released this year, like "Black Bag" ($7.6 million opening/$43.6 million worldwide), "Drop" ($7.4 million opening/$28.7 million globally), and "Bring Her Back" ($7.1 million opening/$39.3 million worldwide), bore strikingly similar fates. The underwhelming performance of these films suggests that securing box office profitability in today's climate is exceedingly challenging.
4. Limited Global Appeal
Despite Dwayne Johnson's considerable international audience, certain films struggle to resonate with overseas viewers, which has historically served as a safety net for box office failures in the U.S. While blockbuster franchises like the "Jumanji" series and "Fast & Furious" have triumphed globally, "The Smashing Machine" has not shared this widespread appeal.
For instance, A24's 2023 wrestling drama "The Iron Claw" opened with $4.8 million and ended its run with $45.2 million worldwide, of which $35 million was from domestic sales. Even well-regarded films like "The Wrestler" grossed $44.7 million while being far less expensive. Despite Johnson’s notable performance and the pre-release Oscar buzz surrounding him, the lack of international traction combined with disappointing early returns heavily clouds the film's future.
5. Even The Rock's Star Power Has Boundaries
On paper, "The Smashing Machine" presented a strong concept. Benny Safdie, known for his critical acclaim, paired with Emily Blunt, who has been on a phenomenal streak, alongside the notion of showcasing Johnson in a more serious and nuanced role, all played into a promising narrative. The budget wasn't extravagant either, making it appear to be a well-calculated risk.
However, the final results now serve as a sobering reminder of the unpredictable nature of the box office landscape. Johnson has openly expressed his aspirations for sustained success through box office contributions throughout his career, with expectations that this film would mark a significant turning point. His prior success in franchises and blockbusters has contributed to a staggering $15 billion in worldwide box office revenues—but even his reputation has limitations.
Despite expectations, the fact that "The Smashing Machine" failed to reach even the anticipated $10 million mark raises questions about its viability. Without a miraculous turnaround in its fortunes, the film's fate seems grim, reflecting a broader trend within the industry.
"The Smashing Machine" is currently showing in theaters.
