Once a box office juggernaut, Dwayne Johnson finds himself in uncertain territory after the underwhelming performance of his latest Christmas movie, Red One.
Dwayne Johnson, better known as The Rock, was once a near-guarantee for blockbuster success. However, recent years have cast doubt on his ability to consistently draw audiences. His latest movie, Red One, a Christmas action-comedy, serves as the latest sign of his faltering momentum. Has the public tired of Johnson, or has he worn out his own star power?
A new flop. In its opening weekend, Red One—a movie about Santa Claus’ head of security saving Christmas from demonic forces—grossed just $34.1 million domestically. Internationally, it has earned $84.1 million across its first 15 days, a far cry from its estimated $250 million production budget and additional $100 million marketing costs. For comparison, Joker: Folie à Deux cost $200 million but managed to gross $37 million domestically during the same period. And everyone considers that a flop.
A rocky road to release. Red One had an unusual path to theaters. Initially intended as a 2023 Christmas exclusive for Prime Video, the film’s theatrical release was delayed due to the writers’ strike. Producers, anticipating a content gap for Christmas 2024, pivoted to a theatrical release, despite the film’s less-polished visuals. Johnson reportedly pushed for an IMAX release after being inspired by Christopher Nolan’s Oppenheimer. However, this last-minute decision required additional post-production adjustments. The result is an unintentionally hilarious video comparing Nolan’s movie to The Rock’s.
Is it really a flop? For Amazon MGM Studios, the disappointing box office numbers might not spell disaster. Variety reports that theatrical success isn’t the sole measure of a film’s value to Amazon’s business model. If the movie attracts a significant audience when it lands on Prime Video, it could still be a win for the company.
That changes everything. Kevin Wilson, Amazon MGM Studios’ head of theatrical distribution, explains the strategy: “Whether or not people like it, the value of these movies is different for our business model. If we can put these movies out theatrically and cover our P&A [print and advertising] costs, why wouldn’t we? We’re getting a massive marketing campaign that’s being paid for before the film gets to streaming.”
The decline of The Rock. Johnson’s box office dominance has waned in recent years. After hits like Hobbs & Shaw and Jumanji: The Next Level in 2019, his subsequent projects struggled to maintain the same momentum. Disney’s Jungle Cruise underperformed at the box office, while Netflix’s Red Notice—though hailed as a success by the platform—marked a shift in its budgeting and investment strategies.
The turning point: Black Adam. Johnson’s Black Adam marked a significant moment in his career. The 2022 DC superhero film underperformed critically and financially, with reports of on-set disputes and Johnson’s alleged push to position his character as the centerpiece of the DC Extended Universe. This misstep not only impacted the film but also tarnished Johnson’s once-spotless public image.
Johnson’s future projects could reignite his star power. Disney’s Moana 2 and its live-action adaptation offer potential successes. The Smashing Machine, a dramatic biopic about a real-life wrestler, marks his first foray into more serious cinema. Whether these efforts can reverse his current trajectory remains to be seen.
Image | Amazon MGM Studios
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