Taylor Swift’s global stadium sellouts have now extended to cinemas as she aims for a $100 million opening weekend with her concert film “The Eras Tour” — and that’s a conservative estimate. According to box office experts, Swift’s film could potentially reach a staggering $150 million in its debut this weekend. Such a figure would not only mark it as the highest opening ever for a concert film but also as one of the most significant openings of 2023.
“This release puts Taylor in a category all her own,” noted Shawn Robbins, the chief analyst at BoxOffice.com. Interest in tickets has surged due to the fact that a substantial portion of Swift’s fanbase couldn’t attend the live concert in person, largely because of overwhelming demand and surges in secondary market prices. The film is anticipated to not only cater to those who missed out initially but also to encourage repeat viewings.
“Considering the distinctiveness of nearly every element in the marketing and theatrical release approach for the Taylor Swift Eras Tour film, there’s widespread speculation about the potential scale of its opening weekend,” explained Paul Dergarabedian, senior media analyst at Comscore. Demand was so intense that Swift made the decision to move the release date from Friday to Thursday, allowing for showings to commence at 6 p.m. local time.
“Check out what you’ve truly inspired me to do,” Swift shared on Instagram this Wednesday when she revealed the early access screenings in the U.S. and Canada. “We’re also introducing extra showtimes on Friday and throughout the weekend. All tickets will be accessible by 10 a.m. tomorrow morning. Plus, it will be screening in 90 countries around the globe, starting from this Friday.”
Presales for the cinematic concert have garnered attention akin to the enthusiasm seen for Disney’s Marvel and Star Wars franchises. The average ticket prices for this film surpass typical releases this year by over 40%. The base prices for standard format tickets commence at $19.89 for adults and $13.13 for children, with these numbers paying homage to Swift’s birth year and her cherished number, 13. For premium format screens like IMAX and Dolby, tickets are available at a premium price.
“Taylor is launching her film much like a conventional Hollywood blockbuster, debuting in nearly 4,000 theaters within the United States,” Robbins noted. “The longevity of Swift’s potential hit depends on her devoted fan base and whether casual moviegoers opt to experience the excitement.” According to Comscore, the film is set to premiere in 3,850 locations, surpassing the count of any previous concert film.
AMC Entertainment, the film’s distributor, disclosed last week that presales for its theaters had already surpassed $100 million for the entire duration of Swift’s film. Robbins cautioned that the film’s weekend-only showings, as opposed to the full-week schedule typical of traditional movies, might distort box office comparisons after the opening weekend. Nevertheless, there are great hopes that Swift’s cinematic concert will continue to generate income throughout its restricted run, extending until November 5th.
Nevertheless, it’s highly probable that movie theaters will experience a significant surge in concession sales, thanks to their creation of unique popcorn containers and exclusive cocktails tailored for the film. Furthermore, many venues have arranged for the setup of activities like friendship bracelet crafting stations and other in-person events to transform the experience into something more grand and unforgettable than a typical movie outing. “In any case,” noted Robbins, “[the film] is already a massive triumph and music to the ears of theater proprietors.”