Taylor Swift’s latest concert film, “taylor Swift: The Official Release Party of a Showgirl,” is already making waves, raking in $15 million in its first 24 hours of ticket sales across all circuits. The film, slated for a single weekend theatrical run from Oct. 3-5, is projected to bring in between $30 million and $50 million.
This surge is notably impressive given the film’s late proclamation and its limited, one-weekend theatrical engagement.AMC reported that ticket presales for “Showgirl” alone made it the sixth-highest presale day in the company’s history, totaling around $7.5 million.
Swift’s Direct Approach to Distribution
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Unlike her previous concert film, “Taylor Swift: The Eras Tour,” which was pitched to studios before AMC secured distribution, the Swift family directly contacted AMC’s CEO, Adam Aron, in late August regarding “Showgirl.” This direct negotiation, for a project already in advancement, allowed the Swifts to control thier box office fate and secure favorable terms, much like they did with the $180.8 million domestic and $267.1 million worldwide grossing “Eras Tour.” That film also yielded a substantial $172 million in net profit.
A Different Kind of Release
With outdoor digital billboards already promoting the album concept film, it’s clear this release is about more than just box office numbers. “showgirl,” an 89-minute feature, is primarily designed to promote Swift’s 12th studio album. Unlike “The Eras tour,” which aimed to capture fans unable to attend the live shows, “Showgirl” focuses on exclusive content. This includes the premiere of the music video for “The Fate of Ophelia,” never-before-seen reflections on the album’s songs, behind-the-scenes footage, and new lyric videos.
Marketing efforts for “Showgirl” are notably streamlined,with no trailers planned and a significantly smaller P&A (prints and advertising) budget compared to the $55 million spent on “The Eras Tour” in 2023. The latter film saw a robust $93.2 million domestic opening on Oct. 13,2023,following an end-of-August announcement and a month of promotion. Its first-day industry presales were estimated at $37 million.
Ticket prices for “Showgirl” have been set by the Swifts at $12 plus tax, a slight decrease from “The Eras Tour” pricing, which ranged from $13.13 for children and seniors up to $20 for adults. The reduced ticket price and shorter release window suggest that the opening weekend figures are not expected to match “The Eras Tour” staggering debut.
The timing of “Showgirl’s” single-weekend release presents a unique challenge, as it arrives amidst already established campaigns for major Oct. 3 releases. This includes A24’s “The Smashing Machine,” a re-release of “Avatar: The Way of Water,” and Bleecker Street’s “Bone Lake.” Competition for premium large format screens is expected between “Avatar 2,” “Showgirl,” and “The Smashing Machine.”
Despite the competitive landscape, the terms for “Showgirl” are reportedly favorable to exhibitors, including rivals like Regal and Cinemark, due to its limited run. The film will screen at all 540 AMC locations. Variance Films is handling U.S. and Canada distribution, with Piece of Magic entertainment managing international releases in 18 countries, including Mexico, the United Kingdom, France, Germany, and Australia.
