Friday, December 9, 2016
I was preparing myself to cover an LA premiere of Assassin's Creed, but alas, it ain't gonna happen. I don't know if there will even be a NY premiere. In the past two weeks, Michael Fassbender and his AC co-star, Marion Cotillard, have hit all the major cities in the 'foreign' markets in Sydney, Paris, Berlin, London, and points in between, to remind everyone that Assassin's Creed is coming out and to go see it. With the studio's focus on the European and Aussie market to promote the film, I'm getting the impression that 20th Century Fox want to promote Michael Fassbender more as an International Star, instead of a Hollywood star where the emphasis on the latter is on expectations to have a number one box office hit IN the US. Well, with another Star Wars film coming out on Dec 16th and the Christmas time family animation 'Sing' coming out on the 21st, of all the damn days of the year, let's just say that Assassin's Creed is going to assassinate foreign theaters more than American theaters.
I'm of the belief that for at least the 6 years or so, the success of films in global markets has become much more significant and a credible factor in determining the overall financial health, success and ROI of a film. For instance, if a movie "only" makes $27 million at domestic box office, but kicks ass at the global box office by earning over $75 million, that softens the blow of the softer box office returns from a country that apparently the film was not its true target audience, but instead, an international global audience. I remember trying to defend a favorite film some years ago at Gold Derby, and when I dared to place more emphasis on the fact that the film earned almost three times more money overseas than in the States, I was put in my place by an American awards prognosticator that foreign box office doesn't matter. American studios producing American films want those films to have domestic box office success. Who cares what those foreigners like, right? Well, that was the ignorant attitude about six years ago. Now, if a film doesn't do all that well in the states, so the fuck what, as long as it recoup its costs and does well in foreign markets, that's all that matters now. Here in the states, millions of ignorant assholes in this country elected an asshole asshole for president, so studios are going to continue to wring their hands and clutch their pearls about what the fuck we like? I doubt it because we're stupid and a joke the world over. Want proof, read this article from Grantland, All The World's a Stage: How International Box Office is Changing the American Blockbuster Economy.
Now that I got that off my chest, I just want to stress that Assassin's Creed, with its international star power, is being set up to be a worldwide hit which will be more embraced by the global audience, hence the marketing and promotional premiere emphasis overseas. I know it will do well and I'm so damn excited to see it on December 20th, here in Hollywood!
Michael will be appearing on TV here in the states to promote Assassin's Creed - he'll appear on the Jimmy Fallon Show - December 13, and Good Morning America as well. I will update with more accurate information soon about Michael's TV show appearances.