Monday, November 28, 2011
Was Courageous a Success?
However, there is one exception. Sherwood Pictures has constantly achieved remarkable results. In 2008, their third film, Fireproof, made an impressive $34 million at the box office. It created an enormous buzz within the film industry, especially in Christian circles. As a result of their success, there was much anticipation for the upcoming release of their new film, Courageous, which hit the theaters back in September. Some industry experts speculated the new film could make $50 million or $60 million in its initial theatrical run.
But I’m not sure that’s what Affirm, a division of Sony Pictures, had in mind. They put a lot more money, time and effort in promoting and marketing Courageous than they did Fireproof. And, basically, they have achieved the same results. As we know, costs have risen over the past three years. Financially the results they have achieved are probably less.
I don’t see Sherwood Pictures changing the type of pictures they make any time in the foreseeable future. I think the question is what does Affirm plan to do in the future. If they are interested in achieving bigger results, they may very well embrace films that have the potential to become a “crossover” movie.
But I think we have to put it in perspective. Courageous had an opportunity to play for several weeks on over 1,200 screens nationwide. It reached a significant audience. Consider, at the same time, that Sony released the George Clooney film, The Ides of March, which made only $39 million. Obviously, Clooney had many more resources at his disposal. Courageous was made for only $2 million. That amount is basically what Hollywood pays their caterers for a typical film shoot.