Loser: STXfilms
With duds “UglyDolls,” “21 Bridges,” “Poms,” and “Playmobil: The Movie,” STX’s offering this year did not find much audience interest.
The mini-major that prides itself on being talent friendly and making movies that the big studios are no longer interested in found hits like “The Upside” (over $125 million worldwide), and “Hustlers” ($156 million, plus award season buzz for star Jennifer Lopez), but the titles that didn’t work were major busts.
The $45 million-budgeted “UglyDolls” — starring the likes of Kelly Clarkson, Pitbull, and Blake Shelton — only brought in $32.4 million worldwide. The Diane Keaton comedy “Poms” only brought in $16.4 million worldwide. Chadwick Boseman’s first movie since “Black Panther,” “21 Bridges,” suffered multiple release date changes and then only had a $38 million worldwide take.
But “Playmobil” was the hardest pill the swallow for STX. The movie had one of the worst openings of all time, taking in $668,000 on 2,337 screens. To date, the movie has only brought in $1 million domestically ($12.6 million international).
In some of these cases, like “Playmobil,” STX didn’t have any equity in the project. But the company logo is still at the start of the movie, and that’s not good when you’re in a business where perception is key.