Why The Running Man Struggled at the Box Office with a $28M Global Opening
In a post-strikes, COVID-era movie landscape, Paramount's $110 million reboot of The Running Man, starring rising star Glen Powell, failed to ignite audiences, despite the talent involved. The film, directed by Edgar Wright and based on Stephen King's novel, faced a challenging road to success. The initial buzz around the project seemed promising, with a strong cast and a unique premise. However, the film's performance at the box office was underwhelming, opening to just $17 million domestically and $28.2 million globally, falling short of expectations.
The Running Man's struggles can be traced back to a series of administrative and marketing changes at Paramount. The film was greenlit during the reign of former Paramount boss Brian Robbins, but a shake-up in the marketing department with the departure of Global Distribution and Marketing Boss Marc Weinstock earlier in the year left the studio in a state of flux. The arrival of new department head Josh Goldstine on October 15th, just a month before the film's release, further complicated matters. The marketing team was in limbo, unsure of whom to take direction from, as Paramount assessed job cuts.
The new Paramount leadership, led by David Ellison, seemed to have mixed feelings about the film. The marketing strategy, which initially focused on the simple premise of the first trailer, didn't resonate with audiences. The film's trailers were updated to emphasize thematic elements and target specific demographics, but it was too little too late. The film's release date was also a source of contention, jumping around from November 21st to November 7th to November 14th, the latter being a strategic choice to launch in the pre-Thanksgiving period.
Despite the high expectations, the film's tracking three weeks before its release was only $20 million, which was not ideal for a production of this scale. Advance ticket sales took a hit once reviews were released, with critics criticizing the film's social satire. The Running Man's reviews were better than Now You See Me 3, but still only 64% fresh on Rotten Tomatoes, with a CinemaScore of B+. The film's performance was further overshadowed by Lionsgate's magician movie, Now You See Me: Now You Don't, which resonated with a wider, more female-dominated audience.
One source close to the production noted that The Running Man shouldn't be seen as a referendum on Glen Powell's ability to open a movie. Powell, known for his dedication to the promotional tour, is an actor who truly cares about the ultimate outcome of his movies. Despite the film's underperformance, Powell's appeal to Middle America was evident, with an even distribution across the country compared to the coastal cities where sci-fi films typically thrive.
The Running Man's struggle at the box office is a cautionary tale for reboots of 1980s sci-fi IP. The film's failure to connect with audiences, despite a talented cast and crew, highlights the challenges of remaking classic films. The film's performance casts a shadow over any potential revival of 1980s sci-fi cult classics, despite the success of Denis Villeneuve's Dune franchise. The original Arnold Schwarzenegger Running Man movie in 1987 also underperformed, following the boom of action star Schwarzenegger. The question remains: why remake The Running Man if it wasn't a hit to begin with?
