In a scene from his new film, “the official release of a showgirl”, Taylor Swift, seated in a chair of director, looks at the camera and declares: “In my industry, attention is affection.”
Swift explains the inspiration for his song “in fact romantic”, which fans have largely speculated on his tense relationship with Charlie XCX. But Swift’s commentary is also a distillation of his corporate philosophy, which took place spectacular in the cinemas of the weekend.
“The official party of a showgirl”, a three -day theatrical event only in correlation with the date of sale of its new album, attracted more than $ 50 million worldwide, according to its distributor, AMC Theatres.
The film, which Swift has written and directed, is not a traditional piece of cinema: it consists of images behind the scenes of Elle making the clip for “The Fate of Ophelia” and brief interviews and lyric videos of the other songs of the album.
“It is really a 90 -minute infopublicity for the new album by Taylor Swift,” said Paul Dergarabedian, manager of market trends in Comscore. “It is a brilliantly disguised marketing tool to sell more flows from his albums, and the fans loved it.”
Although narratively light, Swift’s “Liberation Day” seemed more than satisfying its audience, which gave it an A + Cinemascore. Swift has violated several rules at the box office with the release-she had no trailer and no preview shows on Thursday, and she announced the film only two weeks before it was released in theaters, avoiding the Marketing campaign for the months of a traditional film.
In its publication on social networks of September 19 announcing the theatrical event, Swift invited fans to what it described as a “dazzling evening”, adding, “dance is optional but very encouraged”.
The press release was “nothing less than a triumph,” said the president and chief executive officer of the AMC, Adam Aron, in a press release. “It was simply a wonderful gift to his passionate and enthusiastic fans, who could see, on our giant screens, behind the scenes and an overview of” the life of a showgirl “” “”
The Swifities presented themselves in the masses of the rooms around the world, some sporting the friendship bracelets which have become associated with the Swift brand and others bearing Orange to inaugurate the new “Showgirl” era.
“This experience was the closest thing to Eras Tour Magic that I have been feeling since 2023,” wrote a swiftie in a Tiktok video documenting experience in the theater.
Some theaters have also shared their enthusiasm on the cinematographic experience – and the reaction of their consumers – in social media promotions. Lido Cinemas, who has eight cinemas and a rooftop place in Hawthorn, Australia, has published a video of several of his employees “warming up for Swifies”. Picturehouse, a film chain in the United Kingdom, shared a video of three people dressed in a typical “showgirl” outfit (sparkling combination and feathered headdresses), writing: “We at the cinema this weekend”.
The SWIFT’s success may have taken place at the price of certain studios, who spent millions of people to market their pretenders with Buzzy Oscars, only for a promotional film to take control of the box office.
The behind the scenes featurette has put more people in the cinemas than “Smashing Machine”, the Dwyane Johnson Oscar vehicle from A24, or the second weekend of Warner Bros. ‘Vait critically the action film Leonardo DiCaprio “One Battle After Oll”. He also defeated Disney’s reissue of “Avatar Way of the Water” by James Cameron, and he attracted little girls from the second weekend of “Gaby’s Dollhouse: The Movie” by Universal.
“Release Party” has claimed numerous high -end screens, such as Imax and Dolby, which attract hard moviegoers and lead the theatrical liberation gains. And although his audience is 80% of women, he has removed Swiftie dads, which may have been interested in seeing the sports drama of rock.
Even certain studios leaders that Swift Beat consider the success of “the official party to release a showgirl” as a positive net for their business.
At a time when the best cinema stars have trouble attracting the public in the sofa, Swift reliably delivers its fans to theaters. And as with his previous film, “Taylor Swift: The Eras Tour” of 2023, which reported $ 267 million worldwide, this film arrived in October, which is normally a calm moment at the box office between the summer and vacation blockbusters.
“Without his business, it would have been a really desperate weekend,” said a marketing director in a studio, who wanted to remain anonymous due to the sensitivity concerning comments on competitors. “Everything that brings people to be released in films and perhaps even widen the definition of what we should be grateful.”
