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Bang Shi-hyuk, the mastermind behind popular boyband BTS, is the first K-pop billionaire. The 48-year-old has seen his company’s value soar to the tune of $8 billion following a much-anticipated FORBES BILLIONAIRES 2021: THE RICHEST PEOPLE IN THE WORLD The definitive list of the World's Billionaires, presented by Forbes.50 OVER 50 2021
For these dynamic women, growing older is about getting wiser—and bolder. Meet the inaugural class of entrepreneurs, leaders and creators who are part of an exhilarating movement redefining life CANADA'S BEST EMPLOYERS 2021 Forbes partnered with market research company Statista to identify the companies liked best by employees in our annual ranking of Canada’sbest employers.
THE WORLD'S HIGHEST-PAID ATHLETES 2020 Paydays for the world’s top-earning athletes dropped for the first time in four years, according to the 2020 Forbes ranking as the coronavirus wreaked havoc on sports and canceled or postponed IRS NOW ADJUSTING TAX RETURNS FOR $10,200 UNEMPLOYMENT TAX The Internal Revenue Service (IRS) announced it will start to automatically correct tax returns for those who filed for unemployment in 2020 and qualify for SNAP BOOST EXTENDED THROUGH SEPTEMBER 30. HERE’S WHAT YOU Lisa Rowan is a consumer finance writer for Forbes Advisor. Previously she was the Two Cents personal finance reporter at Lifehacker and a senior writer and on-air analyst at The Penny Hoarder. U.S. AND U.K. GIVE GREEN LIGHT TO VACCINATED TRAVELERS—BUTAUTHOR:ALEX LEDSOM
Both the U.S. and the U.K. are rolling out domestic Covid-19 passport schemes to access cultural events and both agree, that vaccinated people can travel overseas without quarantine on theirSCOTT MENDELSON
Scott Mendelson's stories. I cover the film industry. I've studied the film industry, both academically and informally, and with an emphasis in box office analysis, for nearly 30 years. FORBESWORLD'S BILLIONAIRESFORBES MAGAZINEBUSINESSLISTSFORBES400ATHLETES
Forbes is a global media company, focusing on business, investing, technology, entrepreneurship, leadership, and lifestyle.FORBES MAGAZINE
Bang Shi-hyuk, the mastermind behind popular boyband BTS, is the first K-pop billionaire. The 48-year-old has seen his company’s value soar to the tune of $8 billion following a much-anticipated FORBES BILLIONAIRES 2021: THE RICHEST PEOPLE IN THE WORLD The definitive list of the World's Billionaires, presented by Forbes.50 OVER 50 2021
For these dynamic women, growing older is about getting wiser—and bolder. Meet the inaugural class of entrepreneurs, leaders and creators who are part of an exhilarating movement redefining life CANADA'S BEST EMPLOYERS 2021 Forbes partnered with market research company Statista to identify the companies liked best by employees in our annual ranking of Canada’sbest employers.
THE WORLD'S HIGHEST-PAID ATHLETES 2020 Paydays for the world’s top-earning athletes dropped for the first time in four years, according to the 2020 Forbes ranking as the coronavirus wreaked havoc on sports and canceled or postponed IRS NOW ADJUSTING TAX RETURNS FOR $10,200 UNEMPLOYMENT TAX The Internal Revenue Service (IRS) announced it will start to automatically correct tax returns for those who filed for unemployment in 2020 and qualify for SNAP BOOST EXTENDED THROUGH SEPTEMBER 30. HERE’S WHAT YOU Lisa Rowan is a consumer finance writer for Forbes Advisor. Previously she was the Two Cents personal finance reporter at Lifehacker and a senior writer and on-air analyst at The Penny Hoarder. U.S. AND U.K. GIVE GREEN LIGHT TO VACCINATED TRAVELERS—BUTAUTHOR:ALEX LEDSOM
Both the U.S. and the U.K. are rolling out domestic Covid-19 passport schemes to access cultural events and both agree, that vaccinated people can travel overseas without quarantine on theirSCOTT MENDELSON
Scott Mendelson's stories. I cover the film industry. I've studied the film industry, both academically and informally, and with an emphasis in box office analysis, for nearly 30 years.BREAKING NEWS
The growing market for virtual healthcare is heating up with telehealth app Babylon announcing Thursday that it is going public by merging with a special purpose acquisition company, or SPAC, that REAL TIME BILLIONAIRES Forbes' Real-Time Billionaires rankings tracks the daily ups and downs of the world’s richest people. The wealth-tracking platform provides ongoing updates on the net worth and ranking of each BEST LUXURY SUVS FOR 2021 For drivers with high expectations and the budget to match, luxury SUVs require little sacrifice in terms of versatility, functionality,space and style.
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PRESIDENT BIDEN’S CAPITAL GAINS TAX PLAN President Joe Biden announced in a speech before a joint session of Congress that he wanted to raise taxes on the richest Americans—by alot.
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* Free Issue of Forbes Editors' Pick 9,257 viewsFeb 12,2020, 11:00am
‘BIRDS OF PREY’: MARKETING IS NOT TO BLAME FOR DISAPPOINTING BOXOFFICE
Scott Mendelson Senior Contributor Opinions expressed by Forbes Contributors are their own. Hollywood &Entertainment
I cover the film industry. * Share to facebook __ * Share to twitter __ * Share to linkedin __Birds of Prey
Warner Bros.
_Birds of Prey _earned another $3.4 million on Tuesday, jumping 37% from Monday to bring its five-day domestic cume to $38.57 million. That’s a strong, but a solid Tuesday boost (many theater chains offer cheap tickets on Tuesday) and, at this point, I’ll take the good news where I can. Comparatively speaking, _Fifty Shades Darker _jumped 171% on Tuesday because it happened to be Valentine’s Day, while _Fifty Shades Freed _jumped 183% on its first Wednesday in 2018 for the same reason. Warner Bros. is certainly pushing the Valentine’s Day angle in their current round of ads, although it’s more about “girl’s night out” then “date movie,” which is a shame. Sure, it’s about a woman dealing with the end of an identity-defining relationship, but it’s also a violent action movie starring several relatively attractive women. In terms of other comparisons, _John Wick: Chapter 2 _jumped 78% on Tuesday while _LEGO Batman _jumped 84% on day five while _LEGO Movie 2 _jumped 38% on its first Tuesday. _The LEGO Movie _opened six years ago, before “cheap ticket Tuesday” was a thing, so its 10% Tuesday drop really isn’t a fair comparison. Although _The LEGO Movie _was the leggiest of all of these related releases, earning 3.74x its $69 million debut for a $258 million domestic cume. A multiplier like _LEGO Batman _(3.3 x $53 million) and _LEGO Movie 2 _(3.12 x $34 million) gets _Birds of Prey _to $102-$109 million domestic. Even legs like _Kingsman _(3.5 x $35 million), _Ford v Ferrari _(3.74 x $31 million) and _LEGO Movie _gets _Birds of Prey _to, at best, $123million domestic.
Today In: Business
Nonetheless, looking back at the marketing heading up the release, I remain adamant in my belief that the previews and TV spots were both well-constructed and did their job. The first teaser, which played with _Joker _in early October, was an operatic bonkers-bananas tone poem which efficiently laid out the core hook (it’s a Harley Quinn spin-off movie with no Joker), the threat (Black Mask wants to kill her) and the gimmick (Harley teams with a few other female anti-heroes and fights back). I’m aghast at the online chatter I’ve heard about folks being surprised at the darker elements. All due respect, A) it’s an R-rated movie and B) one of the very first shots in the first trailer shows two women tearfully hanging upside down as Ewan McGregor’s Black Mask orders their execution. The second trailer, which played with _Bad Boys For Life_, is structured like a gangster movie. It again lays out the core plot, the key threat and offers a bit more (spoiler-y) exposition in terms of the other DC Comics heroes and villains. Both theatrical trailers were accurate in terms of off-kilter tone, onscreen content and thematic intent, including teases of the fight scenes and chase sequences. While some theater chains have changed the title to _Harley Quinn: Birds of Prey _(certainly a more SEO-friendly title), it should be noted that the TV spots airing well before release were essentially title “Harley Quinn in… Birds of Prey.” Putting “Harley Quinn” at the end of the title instead of the beginning of the title was a mistake, but WB’s marketing tried to rectify it beforerelease.
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THE FOUR PILLARS OF THE COACHING MINDSET Speaking of TV spots, they all (and I watched quite a few of them yesterday) emphasized the same “Harley Quinn and her pals versus Black Mask” angle as the trailers, with plenty of action-centric money shots and off-kilter jokes that made the film look unique unto itself in the world of comic book superhero cinema. I must wonder how many people actually saw those spots. Quite a few potential moviegoers now watch TV either on commercial-free VOD platforms or via delayed-viewing DVR which allows one to fast-forward the commercials. That’s one reason why Super Bowl spots cost $5.9 million this year. Nonetheless, _Joker _and _Bad Boys For Life _were both huge hits, so plenty of captive moviegoers saw the two excellent theatrical trailers. Whether or not they succeeded, they were accurate and well-constructed trailers. Marketing often becomes the whipping boy when a big movie underperforms, which is akin to shooting the messenger and avoids confronting that a studio underestimated the inherent appeal of a specific movie. _Solo: A Star Wars Story _didn’t fail because of marketing, but because audiences were uninterested, especially overseas, in a well-reviewed Han Solo origin story starring a no-name actor who wasn’t Harrison Ford. The marketing for _Birds of Prey _accurately sold the movie for what it was, while pre-release reviews confirmed that it was A) the movie you hoped it was and B) a pretty damn good film. But, like _Edge of Tomorrow _in June of 2014, the consumers didn’t want what the movie was selling, at least not in terms of expected earnings. Or at least they didn’t want an R-rated version of that movie. I still think the primary problem with _Birds of Prey _was the R-rating, since it cut off kids who have wanted to see a Harley Quinn movie, interested adults who didn’t feel like springing for a babysitter and the casually curious. With a visual palette that looked like a cross between _Batman & Robin _and _Justice League_, it may have turned off general moviegoers who still prefer somewhat conventional blockbuster fare, at least in terms of visuals and surface-level content. Sure, there are folks who were turned off by the “women fighting back against misogynistic men” angle because of old-school sexism, but there are plenty of “no boys allowed” movies (_Fifty Shades of Grey, Pitch Perfect 2, Mamma Mia, Twilight_, etc.) which thrived despite not caring if dismissive dudes (or sexistwomen) showed up.
_Deadpool _(a generic origin story with R-rated violence and a gee-whiz rom-com sensibility) and _Logan _(a very conventional gunslinger’s last stand western) were more conventional comic book flicks than Cathy Yan and Christina Hodson’s “acid-dream/female-ensemble Guy Ritchie gangster flick” that was _Birds of Prey_. WB had every expectation that _Birds of Prey _would follow the DC Films playbook (“against the grain = gold”) that spawned _Wonder Woman, Aquaman, Joker _and _Shazam._ If _Birds of Prey _doesn’t recover, and it still could (its opening weekend was over/under _Ford v Ferrari _and _Kingsman: The Secret Service_), it may end up going the way of _Batman Returns, Hulk _and _Punisher War Zone_, comic book movies that played in truly unconventional waters and were (comparatively and sometimes after opening weekend) rejected. Or, maybe _Suicide Squad _was only a hit because it featured Will Smith, Batman and the Joker. 'Birds of Prey' posterWarner Bros.
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Scott Mendelson
I've studied the film industry, both academically and informally, and with an emphasis in box office analysis, for nearly 30 years. I have extensively written about all... Read More
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