'In the Heights' is exactly the kind of movie everyone claims to want but then ignores when Hollywood actually makes it.
In the Heights lacked anything resembling mainstream star power. Anthony Ramos may deserve to be a star and might well have been one in a less IP-driven marketplace. Unfortunately, he's unknown to most of the audience. Jimmy Smits and Stephanie Beatriz have minor supporting roles, while Corey Hawkins is a regular in
Straight Outta Compton, Kong: Skull Island and Fox's 24 reboot without being a"butts in seats" name. Otherwise, it's primarily unknowns and young actors hopefully finding fortune and glory elsewhere. Melissa Barrera will be in the fifth
Scream, while Leslie Grace is better known as a musician than an actress. You didn't have a Constance Wu, an Ice Cube, a Jennifer Lopez, a Lady Gaga, a Sandra Bullock or a shirtless Channing Tatum.2. The lack of a plot hamstrung the marketing. headtopics.com
The lack of stars and the comparatively niche source material put it at a disadvantage compared to Les Misérables and Hairspray. In addition, the general scarcity of plot (including cutting out much of the interpersonal conflict from the original play) made it harder to market in a raw"What is this movie about?" sense. Crude as this may be to say, the overriding marketing message was that
In the Heights was"Hispanic Americans: The Movie." There was little to offer those who didn't find specific value in such demographic representation or didn't need a 144-minute movie to remind them that"not a white guy" people are every bit as deserving of life, liberty and the pursuit of happiness. The media coverage, emphasizing the film's demographic importance and preordained cultural value, almost made it seem like"good for you" homework rather than escapist entertainment.
3. It's a little-known play with no marquee characters or breakout songs. Even with four Tony awards and a following among theater nerds, In the Heights is a comparatively cult-level play in terms of general audience awareness. It was sold as, at best, a play you've never heard of from that guy you know from
Hamilton. And when he hosted Saturday Night Live in late 2016, Lin-Manuel Miranda was self-aware enough to know that nobody in the audience knew who he was. It features no marquee characters and offers no marquee songs, the latter of which are going to be a problem if anyone is expecting headtopics.com
Greatest Showman-like legs. Of course, that Hugh Jackman/Zac Efron/Zendaya musical was a once-in-a-generation occurrence ($184 million domestic from a $13.5 million Wed-Sun debut), the leggiest wide release since Titanic. It also wasn't available for free on HBO Max for the first 31 days.
4. Diversity only matters for movies audiences already want to see.Here's a dirty, horrible secret: Audiences don't care that much about diversity. Yes, inclusivity can and should be an added value element in a film folks already want to see, like the newest MCU movie or the latest
Star Wars story. It is rarely an outright deterrent for getting audiences into the theater for a film they already want to see. But if the film isn't already on the"must-see" list, the demographic makeup of the cast makes almost no difference. It won't stopRead more: Forbes »
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Box Office Upset: ‘In the Heights’ Loses to ‘A Quiet Place Part II’ With Tepid $11.4M Bow'In the Heights' sang off key in its box office opening with $11.4 million, putting it at No. 2 behind 'A Quiet Place Part II.' 💜💜💜💜💜
HBO Max Isn’t to Blame After ‘In the Heights’ Fizzles at the Box OfficeSince “In the Heights,” a lauded adaptation of Lin-Manuel Miranda ’s Broadway musical, fell short of box office expectations, it would be easy to point to its hybrid debut on HBO M… Blame the movie. It sucked..... 🤔🤔🤔🤔 Something else could also be at play and that's the lack of afro-Latino representation. After all, more than vanilla Latinos live in Washington Heights and colorism is a major issues within the Latino community.
Box Office: ‘In the Heights’ Disappoints With $11 Million Opening Weekend“In the Heights,” the acclaimed adaptation of Lin-Manuel Miranda ’s Broadway show, didn’t hit all the right notes in its box office debut. The Warner Bros. movie generated a … *shrugs* Nobody that lives in the heights are dancing like it's Mr Rogers neighborhood 😂😂 bruceburdock
‘In The Heights’ Has Slow Start On HBO Max In Addition To Soft Box Office Opening, Samba TV SaysThird-party streaming viewership stat org Samba TV reports this morning that 693k U.S. households watched In the Heights on HBO Max in their live+3-day window. The news comes in the wake of the War… Tried to watch but HBO MAX doesn't work anymore for Samsung TVs. Had to cancel. Such a shame it’s a great movie!
Box Office Upset: ‘In the Heights’ Loses to ‘A Quiet Place Part II’ With Tepid $11.4M Bow Warner Bros. ’ In the Heights sang off key in its box office opening with $11.4 million, well below expectations and putting the musical at No. 2 behind holdover A Quiet Place Part II in a sur… What tepid about it? John Leguizamo sorely needed in this film It could have legs. Up to word of mouth now
China Box Office: Sony’s ‘Peter Rabbit 2’ Opens in Second Place with $7.8MSony’s Peter Rabbit 2: The Runaway opened to strong reviews in China over the weekend, but it proved the tortoise in the local box office race, finishing in second behind Chinese sports drama… They thought it was a movie about rabbit recipes 😂🤣