What The Success of ‘It Follows’ Means for Indie Film Dis | Indiewire.
This Monday I read an article in Forbes calling last weekend’s expansion of “It Follows” from 32 to 1218 theaters a mighty flop. Badass Digest‘s own Devin Faraci tweeted his reaction to said article…
@devincf: “IT FOLLOWS is a very good movie that made an ambitious play and it didn’t work. The movie isn’t a hit. It didn’t do well.”
I disagreed with Devin’s tweet (sorry Devin) and the article that inspired it, so I decided to counter with an argument as to why this release is not only a huge success, it is an important precedent for independent film distribution.
The Forbes article contextualizes “It Follows” as if it were a major studio film with an enormous marketing campaign. It bemoans the fact that it only made half of what [Adam Wingard’s] “You’re Next” grossed in its opening weekend and is therefore a failure.
“It Follows” was initially announced as a “compressed window” VOD release (theatrical March 13, VOD March 27) with a modest advertising budget. “You’re Next” had a $20 million dollar advertising campaign replete with billboards, bus shelters and a giant TV campaign. It went wide in week 1 on 2437 screens, more than twice that of the “It Follows” week 3 expansion. The fees to license Lou Reed’s “Perfect Day” just for the “You’re Next” trailer are likely comparable to the initial marketing budget of “It Follows.” This just isn’t a fair comparative measure.
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