In a notable turn of events, tech giant Apple has encountered its initial setback in the world of cinema with its first box-office disappointment, “Argylle.” The highly anticipated $200-million spy thriller from Apple Studios, directed by Matthew Vaughn, managed to secure the top spot in the weekend box office but underperformed, garnering a mere $18 million in ticket sales, as per studio estimates reported on Sunday.
While Apple has been venturing into original film production since 2019 and even clinched an Oscar for Best Picture with “CODA” in 2021, the company has recently delved into producing its own line-up of high-budget releases. The first two films in this initiative, Martin Scorsese’s “Killers of the Flower Moon” and Ridley Scott’s “Napoleon,” could be deemed relatively successful.
“Killers of the Flower Moon,” despite not turning a profit with $156 million in global sales, emerged as one of the most acclaimed films of 2023 and secured 10 Academy Award nominations. “Napoleon,” released in November, amassed $219 million worldwide, although not sufficient to be financially lucrative. Nevertheless, both films contributed to enhancing Apple’s reputation as a hub for esteemed directors and top-notch filmmaking.
Contrastingly, “Argylle,” a convoluted thriller featuring Bryce Dallas Howard, Sam Rockwell, and Henry Cavill, faced severe criticism from reviewers, earning a meager 35% approval rating on Rotten Tomatoes. Audience reception was equally tepid, reflected in a C+ grade on CinemaScore.
Directed by Vaughn, renowned for the “Kingsman” series, “Argylle” aspired to kick-start a new franchise. However, a pre-release buzz centered on speculation about Taylor Swift’s potential involvement, owing to the prominence of argyle patterns and a cat in promotional materials. Despite generating considerable online discussions, Swift was not associated with the film.
In the weekend box office rankings, the Christian drama series “The Chosen” claimed the second spot. The first three episodes of its fourth season, which dramatizes the life of Jesus, screened in 2,263 theaters, accumulating $6 million in ticket sales from Friday through Sunday.
Amid a relatively quiet weekend for cinemas, the remaining ticket sales predominantly went to enduring releases and films contending for awards. “Wonka,” in its eighth week, surpassed $200 million domestically, while “Mean Girls,” after four weeks in theaters, crossed the $100 million mark. “The Beekeeper” approached $50 million in its fourth week.
Despite the release of numerous Oscar contenders several months ago, the films continuing to dominate theaters include Cord Jefferson’s “American Fiction” (earning $15 million to date), featuring Jeffrey Wright, and Yorgos Lanthimos’ “Poor Things” (totaling $28.2 million domestically, with an additional $40.1 million overseas), starring Emma Stone.
The final box-office figures are anticipated to be disclosed on Monday. “Argylle,” while leading the weekend, grapples with the challenge of overcoming critical and audience dissatisfaction, marking an unusual setback for Apple in its cinematic endeavors.