"The AMC Theatres release - announced only two weeks ago with minimal promotion - served as a companion piece to Swift's 12th studio album, packaging music videos, behind-the-scenes footage and profanity-free lyric visuals into an 89-minute experience. The film played at all 540 AMC theaters in the U.S. for three days, ending after Sunday. AMC aired the show in Mexico, Canada and across Europe."
""For Taylor Swift to harness the power of the movie theater to build her brand, create excitement among her fans, and create a communal experience outside of her touring, outside of her live performances, is really a stroke of genius," said Paul Dergarabedian, the senior media analyst for Comscore. "To be able to add another $33 million to the box office bottom line is much welcomed by theater owners who were looking for content for their big screens.""
Taylor Swift's companion film to her 12th studio album opened at No. 1 in North America with $33 million from a three-day exclusive run at 540 AMC theaters. The 89-minute release compiled music videos, behind-the-scenes footage and profanity-free lyric visuals and was announced only two weeks before screening with minimal promotion. AMC also aired the show in Mexico, Canada and across Europe. The opening follows Swift's earlier concert film that opened to $96 million. Dwayne Johnson's A24 drama "The Smashing Machine" opened with $6 million, one of his lowest lead openings despite strong festival reviews.
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