Originally Posted by
Fencers
There are a few different ways a product is considered successful or not. Return at the box office is one, but not the whole of it. Box office returns are a sort of marketing tool. When people hear about a film being a "big hit" it often, not always, prompts more people to go and check it out. The Avatar films by James Cameron are a good example of this phenomenon and how/why films promote their box office.
From a market analytics POV, there are two things you have to keep in mind; engagement and packaging. Both are broad terms but also linked to each other. This is everything. The very purpose of the game, so to speak, comes down to both those concepts.
Packaging is how a product is positioned relative to the market (film, tv, toys, accessories, etc) and the how & what is bundled together. Generally, you want to bundle a product (ex. a Spider-Man movie) with as many high points of engagement as possible.
Good examples of this are Dwayne Johnson and Zendaya. They both have some of the highest engagement of any public persona. People wanted them both to run for president of the US (for example) and meant it.
So basically, you want to offer Dwayne Johnson a lot of movies and want Zendaya to touch every product you produce.
These things are also, relative. So a superhero genre film can be the “best box office” in a franchise and still be “disappointing”. Because the expected return for a superhero film is ever larger returns on factors such as box office, and engagement, demographics, and so on.
That is how Antman 3 is a disappointment relative to the market, again, as an example. Even if the BO was not a “flop” for Quantumania.
A film such as Megan is seen as a major success though. Despite having a much lower box office, Megan had extraordinary demos and sky-high engagement. So, they can package Megan as a product better and at a high margin than the cost of production, distribution, and licensing.
Talent agencies will also package their actors for Megan at a more agreeable rate and with a higher profile.
How do the Fast & Furious movies keep getting ever more prestigious academy award-winning actors in their installments? Packaging. Those Fast films hit key demos HARD, absurdly hard, and successfully grew the profile of the brand.
CAA probably wasn’t going to package Charlize Theron or Judi Dench for Fast & Furious 3. But as that brand increased its profile, CAA was now more likely to offer their clients roles in a mega-franchise that brought key demos and high engagement. The points on films are likely great as well.
The first Spiderverse movie was projected to have a higher initial market presence. That didn't happen at the box office, despite good returns. People were not talking about the first Spiderverse film while it was in theatrical exhibition very much. When it went to Netflix, via the Sony deal, they pushed the film harder on social media and grew engagement with the brand.
The marketing and casting for the sequel, masterful work. They hit everything nearly perfectly. The one nitpick analysts might say is that it still skewed male-centric (by ~11% iirc) and the expansion of Gwen Stacy as part of the film did not have enough of an effect to being the M/F ratio more toward Females 18-35 (THE demo). The sequel to Across the Spiderverse will likely have more targeted focus testing to bring that Female ratio to a more desirable number given the amazing Hispanic and African American engagement ratios.
This is stellar fucking work by Sony.