Even after a 60% drop-off on its second weekend, Sam Raimi’s Spider-Man 3 has already grossed enough to have recaptured its enormous $300m budget plus whatever Sony spent on marketing the hell out of the film (a sum most likely to be in the same region as the production costs). But it hasn’t been faring as well critically, or at least not everywhere.
Following the reception Spider-Man 3 got among fans and critics ever since the first screenings in April, I’ve started to notice a trend in that the film seems to be going down much better in Europe than in the United States. But I didn’t give this much more thought until I discovered that this continental rift wasn’t just visible in the reviews, but also in the revenues.
When I reviewed Spider-Man 3 for X-Realms.net and rated it with four out of a possible five stars, I was confident that I had more or less accurately judged the film’s strengths and weaknesses, and that my assessment would generally fall in line with other critics. Of course writing a review is all about expressing your own opinion on something, but it’s also fair to say that if you take a large body of reviews of one film into account, you’ll be able to make out some sort of a consensus.
The first other reviews I read of the film besides mine were those of my local peers (journalists with whom I was at the same press screening) and of the national (Swiss) entertainment media outlets (newspapers, journals, websites). Most came to the same conclusions as I and agreed that Spider-Man 3 was a very well-crafted movie that was slightly marred by featuring too many characters to handle adequately in two-and-a-half hours.
I was surprised then when a barrage of mostly negative buzz started emanating from the United States, and not just from single voices, but in unison. This was mirrored on our forums, the X-Boards, where our American members who came back from the first public midnight screenings were left largely disappointed, while our English contingent and the fellow Europeans generally thought that the film was pretty decent.
It seems that these opposing trends on the two continents are also affecting the film on a financial level. Spider-Man 3 set new opening day and opening weekend records both in the United States and in various European countries, but a film’s gross in its first few days can always be largely attributed to marketing and buzz. It’s what happens with a film after its first week of release that will really tell you something about its success, when the longevity of a film’s popularity is more and more dependent on reviews and word-to-mouth.
Spider-Man 3 experienced a 60% drop-off on its second weekend of release at the US box office, which means it only took in 40% of the amount it raked in the week before. Most films, especially blockbusters, will always make the most money at the beginning of their run, with eager movie-goers wanting to see the film as soon as possible. So significant drop-offs are always expected.
However, the size of the drop can indicate the longevity of the film (think of a curve). Anything below a 40% fall-off after a week is considered good. Drops of over 50% tend to denote that the film will burn out rather quickly at the box office. So Spider-Man 3’s 60% plunge is arguably a small catastrophe, especially with the release of huge crowd-drawers such as Shrek The Third and Pirates of the Caribbean: At World’s End only days away.
What this means in the long run is that Spider-Man 3, which has made $242.1m in the United States so far, looks unlikely to reach the $400m mark its two predecessors settled around (Spider-Man grossed $403.7m with a 38% drop-off after one week, while Spider-Man 2 made $373.4m after a 49% first drop).
But get this: Spider-Man 3 looks set to total or even surpass the cumulative worldwide gross of each of the two first films, thanks to its staggeringly large haul outside of the United States. Comic book adaptations generally fare much better in the United States than internationally, with the total revenue made up of about 65% USA and 35% outside (this split is often reverse with historical epics or James Bond films, which tend to do better in Europe).
The Spider-Man films have proven to be an exception to this so far, with the US and international tallies about equal (i.e. in the vicinity of $400m). But this time around things have changed completely. Spider-Man 3 has already grossed a total of $379m outside of the US, and at its current rate will come to rest comfortably above the $500m mark! To say it bluntly: Spidey is making one-and-a-half times as much money outside of the United States as inside - an incredible feat considering the film is an American production and based on a very American comic book.
I believe those figures prove that there is a continental rift (US versus not-US) in the reception and longevity of Spider-Man 3. I’m pretty sure that better reviews and word-to-mouth are drawing more people into movie-houses in Europe than in the US. But I’m still not entirely sure why us Europeans are holding the film in better favour than our American colleagues in the first place.
But maybe you know? Did the American graphic novel culture generate different expectations among US audiences than among their European counterparts? Are Europeans oblivious to Sam Raimi’s cinematic faults? Did Americans just not get the dance jokes? Or have I been drawing up false conclusions alltogether for the past hour?
(Contributing sources to this editorial: IMDB.com, Dark Horizons, the X-Boards)