Not Suitable For Children opens modestly at box office

Not Suitable for Children, distributed by Icon, has taken $147,000 at the box office in its opening weekend.

The Australian film, Peter Templeman‘s feature debut starring Ryan Kwanten and Sarah Snook opened across 42 screens for a screen average of $3,497.

Templeman told Encore: “It’s a middle-sized release which I think is pretty fair. It hasn’t had a massive marketing campaign so I think its good to not spread out too wide, and see how it does. If there is good word of mouth it will grow from there.”

Templeman added: “I certainly don’t see it as an art house film. It has universal themes with a broad appeal. It seems to get good responses from all age groups. It’s marketed towards the 20s and 30-somethings so that’s a big part of the market.”

The film has taken $199,076 in total, which includes preview screenings last week and festival screenings.

Produced by Jodi Matterson and written by Michael Lucas, Not Suitable For Children follows Jonah, a free-wheeling 20-something bachelor who, after being diagnosed testicular cancer, has a sudden urge, and one-month time limit to have a child.

The film placed 11th overall and second in the limited release standings behind Indian film Cocktail, distributed Eros Australia which took $180,367 across 16 screens for an average of $11,273.

Meanwhile Rolf de Heer’s new film The King is Dead, distributed by Pinnacle Films opened across just four screens to take $11,927 for an average of $2,982. The film stars Dan Wylie, Bojana Novakovic, also in Not Suitable For Children, and Gary Waddell.

In general release Ted, directed by Seth MacFarlane and distributed by Universal, continues to dominate at the box office with another $6.702m across 411 screens for a $16,308 average. It takes the film, officially in its second week, to $23.91m.

In other new releases was Hysteria, directed by Tanya Wexler about the invention of the first vibrator and distributed by eOne/Hopscotch, which took $320,091 across 79 screens for a $4,052 screen average.

Billa 2, An Indian film about an underworld gangmember, directed by Chakri Toleti and distributed by Indies took $48,743 across five screens for a $9,749 average.

 

Comments


  1. Elliot
    16 Jul 12
    10:50 pm

  2. “One of the leading independent distributors of filmed entertainment in Australia.” That’s taken directly from Icon’s bio on their twitter feed. The same twitter feed that didn’t post a single thing about this film over its opening weekend (3,900 potential ticket buyers).

    Their Facebook page (9,500 potential ticket buyers) featured links to positive reviews on Thursday but nothing after – spending the rest of the weekend posting about OTHER films which aren’t out yet. These are free platforms. It’s not rocket science. No effort was made whatsoever. Then you can go into the rest of the issues (16 screens for a mainstream comedy?) and hopefully someone else has figures on print and outdoor (I saw one poster plastered to the side of an abandoned building in the Sydney CBD).

    And this will not be the last Australian film to die a pointless death this year. The ‘good word of mouth’ approach fails dozens of times per year. This is all measurable and has precedence.

    And the worst thing? Unlike the majority of Australian features, this film was marketable, mainstream, made by creative people with talent. And it was still messed up.

    Australia doesn’t have a film industry. It has a hobby group.

  3. JJ
    17 Jul 12
    11:55 am

  4. Well said Elliot!

  5. Emily
    17 Jul 12
    4:16 pm

  6. I agree- I hadn’t heard of it before a friend raved about it. I loved it!

  7. Guy
    17 Jul 12
    6:34 pm

  8. Woah! I thought it would do much better than that. It is very marketable, but they stuffed it up. AND if you didn’t know much about it, the title “Not Suitable For Children” is a turn off for the patrons deciding which film to watch on the night.

  9. Kade Robinson
    18 Jul 12
    3:04 pm

  10. Fantastic point Elliot.

    From what I understand a lot of these distributors are doing a lot with very little in terms of staff/resources. Interesting to note the article published today on this site re: film distributors lack of social media nous.

    Kade

  11. Daniel
    19 Jul 12
    3:55 pm

  12. Not Suitable For Children? Any Questions for Ben? Can we spend more money and creativity in getting better titles for our films., please! The title itself has to be marketable as well.

  13. Fillumstine
    20 Jul 12
    8:25 am

  14. The marketing campaign was also confusing: “it’s a rom-com/it’s not a rom-com”.

    Fold-out lobby cards are pretty shmick but this film had no discernible online presence until only a few weeks ago.

    Somebody give Enzo Tedeschi a call.

    And whose bright idea was it to bury the release between two tent-pole franchises (Batman and Spiderman) and a movie with Seth MacFarlane’s massive in-built audience?

    Cue the usual “local audiences don’t support Australian films” nonsense…