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I’m so confused |
DP but I think it was a range of factors, that include: 1) Lively's name and face, which likely gave the movie some box office heft and drew at least some audience members 2) Hoover's popularity, which also helped bring along some built in audience 3) The marketing of the movie. This is one place where Wayfarer's court arguments are really problematic for me. The truth is that a movie about DV is simply a hard sell at the box office. So the decision by Sony AND Wayfarer to frame the movie in marketing as being about redemption and this woman's journey, as opposed to being about DV explicitly, was smart and I am certain it helped the movie. The floral-heavy theme in marketing also helped. You want potential audience members to have a positive, enthusiastic mental association with the movie. The combo of Lively's face, the flowers, and the sort of light "this is about a woman on a journey" tone of the marketing helped do that. Had they marketed the movie directly as a film about DV, it simply would not have made so much. I feel confident in that. 4) The decision to heavily promote the movie in Europe. The movie had multiple European premieres. I suspect Hoovers books are popular in Europe and that might have been a major reason for this. Lively herself attended the London and Copenhagen premiers, and Baldoni showed up to a screening in Sweden (not a premiere, and unclear if this was part of the marketing campaign -- I think he was vacationing in Sweden with his family and just went). If you look at the box office break down, the overseas numbers are really good. This was a smart strategy, to get the movie on so many screens abroad and then to back that up with a lot of marketing directed at those audiences. 5) The controversy with Baldoni/Lively. I absolutely think some people went to this movie in part because they heard about the drama between Baldoni and the cast! Hard to quantify how many but some. 6) The crappy costumes! Again, you will laugh at me, but the wacky wardrobe probably helped the movie get buzz. This is not something new for IEWU. People also went to see the SATC movies, which were TERRIBLE, in part to see the women wearing their stupid designer clothes. Also, while the costuming in the movie looks weird and wrong to millennial and Gen X eyes, it's actually very on trend for Gen Z audiences. With a 350m box office, I'm guessing this movie got a bit more of the Gen Z audience than you would expect a movie like this to get, and the look of Lively's character might have contributed to that. That's how Gen Z dresses. Honestly, when you take it all together, it all looks genius -- the casting, basing it on the book, the marketing, the international angle, the free press from the infighting, and the insane costumes that got talked about and criticized all over the place -- it almost looks like a carefully plotted publicity plan to help a mediocre romantic drama gross $350m dollars and shock the world. But then it's funny to see people criticizing a lot of these elements when they all combined to help this move become very successful. I'll note that Wayfarer and Baldoni's involvement really didn't seem to offer an ROI at all. That doesn't mean they did a bad job, just noting that they have no box office pull. No one went to this movie because Baldoni starred and directed, or Wayfarer made it. It was a net neutral. |
Yep. This is about Colleen Hoover. I'm not her demographic but she is hugely popular, probably the most popular writer of the last 5-7 years. The BookTok phenomenon on TikTok started with her books and they became phenomenally popular. I had no doubt the movie would be a hit. |
The Girl on the Train sold 11M copies within the first year of its release — extremely impressive and probably even comparatively better than IEWU which has sold 10M worldwide cumulatively over time — but came nowhere near $350M. |
I disagree domestic violence wasn’t a pull for this film because of the extremely popular book. I agree if somebody had just wrote a random movie about domestic violence, that would be a hard sell, but people loved the story! I posted it earlier, the title it ends with us, literally applies to the ending of the cycle of abuse. It’s in the title. It did not do well in spite of being a movie about domestic violence, it did well because it was a movie about domestic violence that was already packaged in a way that appealed to a large fan base. Downplaying Baldoni and team like this is really rich, considering that they conceived of this whole screenplay and bought it to light. No one else was doing that. And Blake was not attached this movie until just a couple weeks before filming. If it wasn’t for them, Blake wouldn’t have done the character, Blake wouldn’t have picked out the outfits. I mean, it’s just crazy to discount the four years worth of financing and work they did to create this film and act like just because she flits in and picked out an outfit she made the film. She didn’t even read the book. Colleen Hoover was very picky about who she let do this, it really speaks to Baldoni and the work he did that this film was made. |
I think Colleen Hoover is much more of a popular figure than whoever wrote girl on the train, was that Rachel Hawkins or something? Or Paula Hawkins I’m not even sure. Like a PP said the whole book tok phenomenon… It’s hard to overstate the popularity. 11 million copies is a lot, but Colleen has sold a lot more than that, and girl in the train was one book where it ends with us was going to be a franchise. |
I’m PP who originally called it mansplaining in a comment above this and totally agree with this, and wanted to thank you for taking the time to explain this so well. This is an excellent rebuttal to the constant refrain here that anything a male director says can’t be mansplaining. Thank you!!! |
I love Ryan G!! |
Me too! Justin Baldoni is no Ryan Gosling! The idea that IEWU and Barbie are similar films in style, tone, director, or leads is just laughable, to me anyway. Barbie was a musical lol! |
You are welcome. I also want to point out that if this movie had come out and Lively had been totally nude during the childbirth scene filmed in a hospital setting where she is in a hospital bed with legs in stirrups and with a male OB delivering, the mostly female audience (especially those of us who have had kids before) would have been like WTF. There are women who might be nude during a hospital birth, especially if working with an OB/midwife or at a hospital that facilitates water birth. The less medicalized the birth is, the more likely the woman might be to be nude. But this particular character had a pretty standard hospital birth. Her partner was a surgeon, not a crunchy Californian working in the arts. In that setting, it would be unusual for the mom to go without the gown. If the scene had shown a woman totally nude with exposed breasts, I personally would have found it bizarrely gratuitous (even if they didn't actually show her breasts and shot around it) and out of character. I think Lively was right to fight for her character to be more covered up, as it's likely a lot more true to the character and the situation, and it strikes me as bizarre that Baldoni and Heath seemed to be using their wives' experiences as a guideline for the scene, when the character was such a different person and in a much different relationship and headspace than presumably their wives were when they gave birth. I'm pretty sure the water birth video Heath wanted to show Lively was of a home water birth? That just has nothing to do with the characters and relationship being portrayed in the movie. I think when they get to depositions or if it goes to trial, this is going to become more obvious to people. If Baldoni and Heath really want to sit there and explain that they thought it was important for this character in this movie to be nude during childbirth, they can go ahead, but the women on the jury are going to be like "wut." It makes no sense. |
The problem is mansplaining is not harassment. Blake’s harassment claims seem like a reach at best, which is why so many people have reacted so strongly about this case. She comes off like a Karen. Only her worldview matters and if someone should dare make her uncomfortable by “gasp” mansplaining or talking to the dead they should be ruined. It’s honestly a bit much. |
We really don’t know if this nude hospital birth scene allegation is true. Like Steve Sorowitz supposedly being on the set that day, so much of what Blake has said has been shown to be a lie, exaggeration or out of context. |
Mansplaining can be harassment, yes. |
Baldoni admits to there being a debate about whether or not Blake should be nude in the birth scene in his own timeline. He also admits that he asked Heath to go show Lively the birth video the day after they filmed the birth scene. This is in his own timeline. |