General

Box Office: Why Did ‘The Fifth Estate’ Flop?

Dreamworks

Guess Julian Assange got all worked up over nothing. The controversial WikiLeaks founder famously fretted that “The Fifth Estate,” the unauthorized thriller about him, starring Benedict Cumberbatch, would make him look foolish before countless moviegoers. Indeed, the Disney release was supposed to be one of this fall’s prestige pictures, perhaps headed for Oscar glory.

Instead, the movie opened with poor reviews and a thud at the box office. It debuted this weekend in eighth place, earning only an estimated $ 1.7 million from 1,769 screens, for a meager $ 969 per-screen average. In other words, each theater where “Fifth Estate” was playing sold only about 40 tickets per day.

So if Assange came out looking bad, no one noticed. Disney looking bad, however, is another story. “We’re certainly disappointed by the results,” Disney distribution chief Dave Hollis told Variety, “and we’re still trying to figure out the ‘whys.'”

Are the “whys” really that hard to figure out? Here are some of them:

Bad Reviews: Disney had expected awards-season kudos for its timely thriller, but critics who saw it at the Toronto Film Festival panned it, and critics throughout North America who saw it later agreed. Unfortunately for “The Fifth Estate,” its target viewership was an adult audience that still cares about reviews.

Middling Word-of-Mouth: “Fifth Estate” earned only a B at CinemaScore, which suggests moviegoers gave it wishy-washy recommendations.

Benedict Cumberbatch Is Not Yet a Star: Sorry, Cumberbitches. The English actor has a strong cult following, thanks to his TV performance as Sherlock Holmes, his suave work in “Tinker Tailor Soldier Spy,” and his villains in big fanboy movies like “Star Trek Into Darkness” and the forthcoming “The Hobbit: The Desolation of Smaug.” But none of that makes him a box office draw who can carry a movie on his own shoulders. Someday soon, perhaps, but not yet.

The Marketing Plan Did a 180: Once Disney realized the movie wouldn’t sell as a prestige picture, it tried to market “Fifth Estate” as a spy-thriller for general audiences. It scrapped the planned platform-release schedule (a handful of East and West Coast theaters, to build critical goodwill and word-of-mouth, before opening nationwide) and went wide right away, on nearly 1,800 screens. Of course, at a time when most wide-release movies open on twice that many screens, “Fifth Estate” was hobbled from the start. Maybe Disney couldn’t muster any more screens after its last-minute shift, as they may already have been booked for October’s other wide releases. Which brings us to:

Tough Competition: There were already two new, wide general-audience thrillers opening this week, each on at least 1,000 more screens than “Fifth Estate”: the horror remake “Carrie,” and the old-school Sylvester Stallone/Arnold Schwarzenegger vehicle “Escape Plan.” Both opened in the top five, above $ 9 million, but they, too, underperformed expectations. The reason? Because “Gravity” and “Captain Phillips” are still atop the chart. Both movies have received ecstatic reviews and strong word-of-mouth, both play well to both general audiences and to the adults who were supposed to go see “Fifth Estate.”

Julian Who? WIkiWhat?: It’s not clear that most or even many people know or care who Julian Assange is or what WikiLeaks is. Or whether they can say with certainty that his massive online postings of military and diplomatic files have harmed U.S. security or merely embarrassed powerful officials. Or even what juicy revelations have come from his huge document dumps. People seem a lot more concerned these days with the government shutdown, the debt ceiling, and America’s economic security, not its military security, which is something many Americans go to the movies to forget about. It’s an important topic, but one that few people can make sexy enough to sell millions of movie tickets. Not even Benedict Cumberbatch can do it.

Gallery | TIFF 2013: Celebrities Invade Toronto

“12 Years A Slave” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actor/ producer Brad Pitt arrives at the ’12 Years A Slave’ Premiere during the 2013 Toronto International Film Festival at Princess of Wales Theatre on September 6, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“Parkland” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actor Zac Efron arrives at the ‘Parkland’ premiere during the 2013 Toronto International Film Festival at Roy Thomson Hall on September 6, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“Horns” Premiere – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actors Daniel Radcliffe (L) and Juno Temple arrive at the ‘Horns’ premiere during the 2013 Toronto International Film Festival at Bloor Hot Docs Cinema on September 6, 2013 in Toronto, Canada. (Photo by Aaron Harris/Getty Images)
“The Big Chill” 30th Anniversary Screening – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 05: (L-R) Actors Glenn Close, Mary Kay Place, Kevin Kline, Meg Tilly, Tom Berenger and JoBeth Williams arrive at “The Big Chill” 30th Anniversary screening during the 2013 Toronto International Film Festival at Princess of Wales Theatre on September 5, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“The Fifth Estate” Portraits – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: (L-R) Actors Dan Stevens, Benedict Cumberbatch and Daniel Bruhl of ‘The Fifth Estate’ pose at the Guess Portrait Studio during 2013 Toronto International Film Festival on September 6, 2013 in Toronto, Canada. (Photo by Larry Busacca/Getty Images)
“Parkland” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actor Tom Welling arrives at the ‘Parkland’ premiere during the 2013 Toronto International Film Festival at Roy Thomson Hall on September 6, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“The Fifth Estate” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 05: Actor Dan Stevens arrives at “The Fifth Estate” premiere during the 2013 Toronto International Film Festival on September 5, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“The Fifth Estate” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 05: Actor Daniel Brühl arrives at “The Fifth Estate” premiere during the 2013 Toronto International Film Festival on September 5, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“The Fifth Estate” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 05: Actor Benedict Cumberbatch arrives at “The Fifth Estate” premiere during the 2013 Toronto International Film Festival on September 5, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“Prisoners” Press Conference – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actor Jake Gyllenhaal attends ‘Prisoners’ Press Conference during the 2013 Toronto International Film Festival at TIFF Bell Lightbox on September 7, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“Prisoners” Press Conference – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actor Hugh Jackman attends ‘Prisoners’ Press Conference during the 2013 Toronto International Film Festival at TIFF Bell Lightbox on September 7, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“Prisoners” Press Conference – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actress Maria Bello attends ‘Prisoners’ Press Conference during the 2013 Toronto International Film Festival at TIFF Bell Lightbox on September 7, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“Hateship Loveship” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actress Kristen Wiig arrives at ‘Hateship Loveship’ Premiere during the 2013 Toronto International Film Festival at Princess of Wales Theatre on September 6, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“12 Years A Slave” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actress Alfre Woodard arrives at the ’12 Years A Slave’ Premiere during the 2013 Toronto International Film Festival Princess of Wales Theatre on September 6, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“12 Years A Slave” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actress Lupita Nyong’o arrives at the ’12 Years A Slave’ Premiere during the 2013 Toronto International Film Festival Princess of Wales Theatre on September 6, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“The Railway Man” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actress Nicole Kidman arrives at ‘The Railway Man’ Premiere during the 2013 Toronto International Film Festival at Roy Thomson Hall on September 6, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“The Railway Man” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Producer Livia Giuggioli and actor Colin Firth arrive at ‘The Railway Man’ Premiere during the 2013 Toronto International Film Festival at Roy Thomson Hall on September 6, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“The Big Chill” 30th Anniversary Screening – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 05: (L-R) Producer Michael Shamberg, Writer/Director Lawrence Kasdan, music consultant Meg Kasdan, actors Glenn Close, Kevin Kline, Mary Kay Place, Executive Producer Marcia Nasatir, JoBeth Williams, Tom Berenger, Meg Tilly and Writer Barbara Benedek arrive at “The Big Chill” 30th Anniversary screening during the 2013 Toronto International Film Festival at Princess of Wales Theatre on September 5, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“Prisoners” Portraits – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actor Terrence Howard of ‘Prisoners’ poses at the Guess Portrait Studio during 2013 Toronto International Film Festival on September 7, 2013 in Toronto, Canada. (Photo by Larry Busacca/Getty Images)
“12 Years A Slave” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actor Michael Fassbender arrives at the ’12 Years A Slave’ premiere during the 2013 Toronto International Film Festival at the Princess of Wales Theatre on September 6, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“Labor Day” Portraits – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: (L-R) Director Jason Reitman, actor Gattlin Griffith, actress Kate Winslet and actor Josh Brolin of ‘Labor Day’ pose at the Guess Portrait Studio during 2013 Toronto International Film Festival on September 7, 2013 in Toronto, Canada. (Photo by Larry Busacca/Getty Images)
“12 Years A Slave” Portraits – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: (L-R) Actress Sarah Paulson, actress Alfre Woodard, actor Chiwetel Ejiofor, director Steve McQueen, actor Michael Fassbender and actress Lupita Nyong’o of ’12 Years A Slave’ pose at the Guess Portrait Studio during 2013 Toronto International Film Festival on September 7, 2013 in Toronto, Canada. (Photo by Larry Busacca/Getty Images)
“Bad Words” Premiere – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: (L-R)Actor Rohan Chand, director/producer/actor Jason Bateman and actress Kathryn Hahn arrive at the ‘Bad Words’ premiere during the 2013 Toronto International Film Festival at Ryerson Theatre on September 6, 2013 in Toronto, Canada. (Photo by Jonathan Leibson/Getty Images)
Jason Reitman Live Read Of “Boogie Nights” – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actor Jason Sudeikis arrives at the Jason Reitman live read of ‘Boogie Nights’ during the 2013 Toronto International Film Festival at Ryerson Theatre on September 6, 2013 in Toronto, Canada. (Photo by Jonathan Leibson/Getty Images)
“Parkland” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actor James Badge Dale arrives at the ‘Parkland’ premiere during the 2013 Toronto International Film Festival at Roy Thomson Hall on September 6, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
Jason Reitman Live Read Of “Boogie Nights” – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actors Dakota Fanning and Jesse Eisenberg attend the Jason Reitman live read of ‘Boogie Nights’ during the 2013 Toronto International Film Festival at Ryerson Theatre on September 6, 2013 in Toronto, Canada. (Photo by Jonathan Leibson/Getty Images)
“The Last Of Robin Hood” Premiere – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actress Susan Sarandon arrives at ‘The Last Of Robin Hood’ premiere during the 2013 Toronto International Film Festival at Isabel Bader Theatre on September 6, 2013 in Toronto, Canada. (Photo by Peter Bregg/Getty Images)
“Parkland” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actor Colin Hanks arrives at the ‘Parkland’ premiere during the 2013 Toronto International Film Festival at Roy Thomson Hall on September 6, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“Parkland” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actor Zac Efron arrives at the ‘Parkland’ premiere during the 2013 Toronto International Film Festival at Roy Thomson Hall on September 6, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“The Last Of Robin Hood” Premiere – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: (L-R) Actors Susan Sarandon, Dakota Fanning and Kevin Kline arrive at ‘The Last Of Robin Hood’ premiere during the 2013 Toronto International Film Festival at Isabel Bader Theatre on September 6, 2013 in Toronto, Canada. (Photo by Peter Bregg/Getty Images)
“Lucky Them” Premiere – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 06: Actress Toni Collette arrives at the ‘Lucky Them’ premiere during the 2013 Toronto International Film Festival at Isabel Bader Theatre on September 6, 2013 in Toronto, Canada. (Photo by Peter Bregg/Getty Images)
“Enough Said” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actress Julia Louis-Dreyfus arrives at the ‘Enough Said’ premiere during the 2013 Toronto International Film Festival at The Elgin on September 7, 2013 in Toronto, Canada. (Photo by Jason Kempin/Getty Images)
“Therese” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actress Elizabeth Olsen attends the ‘Therese’ premiere during the 2013 Toronto International Film Festival at Isabel Bader Theatre on September 7, 2013 in Toronto, Canada. (Photo by Amanda Edwards/Getty Images)
“Therese” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Jessica Lange attends the ‘Therese’ premiere during the 2013 Toronto International Film Festival at Isabel Bader Theatre on September 7, 2013 in Toronto, Canada. (Photo by Amanda Edwards/Getty Images)
“Therese” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actor Tom Felton attends the ‘Therese’ premiere during the 2013 Toronto International Film Festival at Isabel Bader Theatre on September 7, 2013 in Toronto, Canada. (Photo by Amanda Edwards/Getty Images)
“The Double” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actress Mia Wasikowska (L) and actor Jesse Eisenberg arrive to the premiere of ‘The Double’ during the 2013 Toronto International Film Festival at Winter Garden Theatre on September 7, 2013 in Toronto, Canada. (Photo by Michael Buckner/Getty Images)
“Labor Day” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actor James Van Der Beek attends the ‘Labor Day’ premiere during the 2013 Toronto International Film Festival at Ryerson Theatre on September 7, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“Labor Day” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actress Kate Winslet attends the ‘Labor Day’ premiere during the 2013 Toronto International Film Festival at Ryerson Theatre on September 7, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“Labor Day” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actor Josh Brolin (L) and filmmaker Jason Reitman attend the ‘Labor Day’ premiere during the 2013 Toronto International Film Festival at Ryerson Theatre on September 7, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“Labor Day” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: (L-R) Director Jason Reitman with actors Kate Winslet, Gattlin Griffith, Josh Brolin and James Van Der Beek at the ‘Labor Day’ premiere during the 2013 Toronto International Film Festival at Ryerson Theatre on September 7, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“Supermensch: The Legend Of Shep Gordon” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Director Mike Myers attends the ‘Supermensch: The Legend Of Shep Gordon’ premiere during the 2013 Toronto International Film Festival at Princess of Wales Theatre on September 7, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“You Are Here” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actress Amy Poehler attends the ‘You Are Here’ premiere at Ryerson Theatre during 2013 Toronto International Film Festival on September 7, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)
“Can A Song Save Your Life?” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actor Adam Levine arrives at the ‘Can A Song Save Your Life?’ premiere during the 2013 Toronto International Film Festival at Princess of Wales Theatre on September 7, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“Can A Song Save Your Life?” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actress Keira Knightley arrives at the ‘Can A Song Save Your Life?’ premiere during the 2013 Toronto International Film Festival at Princess of Wales Theatre on September 7, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
“Can A Song Save Your Life?” Premiere – Arrivals – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actress Catherine Keener arrives at the ‘Can A Song Save Your Life?’ premiere during the 2013 Toronto International Film Festival at Princess of Wales Theatre on September 7, 2013 in Toronto, Canada. (Photo by Jason Merritt/Getty Images)
Sony Pictures Classics’ Cast Dinner – 2013 Toronto International Film Festival – Red Carpet
TORONTO, ON – SEPTEMBER 07: Actor Daniel Radcliffe attends the Sony Pictures Classics’ cast dinner during the 2013 Toronto International Film Festival at Creme Brasserie on September 7, 2013 in Toronto, Canada. (Photo by Amanda Edwards/Getty Images)
“Words And Pictures” Premiere – Red Carpet – 2013 Toronto International Film Festival
TORONTO, ON – SEPTEMBER 07: Actor Clive Owen (L) and actress Juliette Binoche attend the ‘Words And Pictures’ premiere during the 2013 Toronto International Film Festival at Roy Thomson Hall on September 7, 2013 in Toronto, Canada. (Photo by Alberto E. Rodriguez/Getty Images)