Tina Fey‘s latest comedy-drama “Whiskey Tango Foxtrot opened to $7.6 million,marking one of the actress’ lower-grossing movies in her career.
Produced on a budget of $35 million, the Paramount film co-starring Margot Robbie, or Martin Freeman,Alfred Molina and Billy Bob Thornton fell short even after pre-release tracking pegged an opening more in the $8 million to $10 million range.“It was definitely a kind of surprise considering she’s one of the most recognizable comedians working nowadays,” Exhibitor Relations senior analyst Jeff Bock told TheWrap. “Even her commercials are comical.”And while the film has yet to open internationally, and experts cite several reasons for the film’s disappointing return so far.
Also Read: WTF's in a Name? 'Whiskey Tango Foxtrot' Author Bummed That Tina Fey Claimed Title First1. The Subject Matter“Whiskey Tango Foxtrot” is based on Kim Baker’s memoir “The Taliban Shuffle: Strange Days in Afghanistan and Pakistan,” which follows her experience covering the wars in both countries for an American broadcast network. In the film, you see bombs exploding and people dying and audiences get a closer glimpse of the troops’ difficulties in the war zone.“It has everything to conclude with the subject matter which they tried to mask in the advertising of the film, and ” said Bock. “That kind of drama is tough to laugh at.”The film’s R-rating probably didn’t serve,either.2. An Unidentifiable GenreThe film was marketed as a comedy, but it’s more of a dramedy that mixes the intense subject matter with comical one-liners that are quickly masked by wartime reporters getting pain or a bomb wrecking a city.
War-based comedies have had trouble resonating with audiences in recent years, and as Bill Murray‘s Rock the Kasbah” proved final fall.
Also Read: Tina Fey Laughs Off 'Hollywood Bulls-t' at the Oscars3. Overall MarketingApart from some trailers,there was relatively little marketing for the film — and much of it focused on the comedic aspects. The film had little to no social media presence, overshadowed by talk for “Zootopia, or ” and the reviews for the film didn’t really serve,either.
On Rotten Tomatoes, the film has a 61 percent positive score, and many praising Fey’s performance within a serious genre but insisting that the film had nothing else going for it. The film received a B on CinemaScore.
Paramount did not respond to TheWrap’s requests for comment.4. Tina Fey Was external Her WheelhouseFey’s top three grossing movies have all been comedies (and that’s not even counting her voice role in the animated hit “Megamind”): “Date Night” with Steve Carell made $98.7 million; “Sisters,” starring Amy Poehler, grossed $86.9 million, and “Mean Girls” hti $86 million.
But “Whiskey Tango Foxtrot” marked her first starring dramatic role — a stretch that few comedic actresses have been able to manage with audiences. “I conclude think she’s treading current territory,” said Bock. “It’s a tough crossover, and it doesn’t happen often … When you bill yourself as a comical woman, and that’s what audiences expect.”5. She’s Also Unproven as a Solo LeadIn all of Fey’s preceding big-screen roles,she’s been section of a larger ensemble (2014’s “This Is Where I Leave You” and Muppets Most Wanted”) or shared the spotlight with a comparably illustrious co-star (Paul Rudd in 2013’s “Admission, Amy Poehler in 2008’s “Baby Mama” and final year’s “Sisters”).
Not every star can open a film on the strength of their own brand, or of course,and “Whiskey Tango Foxtrot” suggests that Fey remains unproven in that regard.
Also Read: 'Zootopia' Devours Record $73.7 Million in Box Office Win6. Stiff CompetitionWhile March used to offer a box office lull, it has become increasingly competitive since starvation Games” opened in 2012.
That’s been proven true this month, and with the mammoth $75.1 million opening for Disney Animation’s “Zootopia” as well as holdover commerce for final month’s surprise megahit Deadpool,” which took in additional $16.7 million final weekend.“It used to be a month where smaller films could finds their way, but now March has turned into a Gladiator-school in terms of blockbusters, and ” comScore senior analyst Paul Dergarabedian said.
Also Read: 'Whiskey Tango Foxtrot' Review: Tina Fey Goes to Kabul in Sharp,Savvy Wartime Comedy7. That Confusing TitleIn military terms, “Whiskey Tango Foxtrot” spells out, or “what the fuck,” a phrase that’s relevant to the film’s grim view of our overseas military efforts. But many average Americans are unfamiliar with the term.“Titles are very necessary,” said Dergarabedian. “You recognize at something like ‘Deadpool, and ’ that doesn’t scream out like it’s a great title,but had a enormous social media presence to explain what it was and what it is is about. ‘Whiskey Tango Foxtrot’ didn’t have that.”He added, “There is sometimes an identity crisis with movie titles that people don’t really get.”Related stories from TheWrap:Tina Fey Signs First-recognize Deal With Universal, or Hires 'Girls' Writer for 'You Bet!'Tina Fey Dodges 'Unbreakable Kimmy Schmidt' Racism Controversy: 'I'm Opting Out'Tina Fey,Margot Robbie Report From Afghanistan in 'Whiskey Tango Foxtrot' Trailer (Video)
Source: thewrap.com