#StarWars news: with controversies surrounding the low audience ratings on #RottenTomatoes, the Friday-to-Friday box-office receipts for “#StarWarsVIII: #TheLastJedi” have plunged 77% at the start of its 2nd weekend of its theatrical release. This is the worst-ever Friday-to-Friday drop in attendance for any Star Wars film in the franchise’s history, outdoing the previous record-holder of “#RogueOne: A Star Wars Story”, which dropped 68% last year in its 2nd weekend out.
From its opening day gross of $104.7-million, “The Last Jedi” plunged $80-million to a mere $24.6-million in gross receipts a week later. The Friday-to-Friday gross receipts between each movie’s opening and its 2nd weekend are shown in the following graph:
The 77% Friday-to-Friday plunge for “The Last Jedi” is almost exactly the opposite that was experienced by the franchises first ever movie, “Star Wars IV: A New Hope” in 1977 (40 year ago), in which it’s gross receipts increased by 79.37% in its 2nd Friday.
What the plunge says (which is still the franchise’s worst when Thursday & possibly Wednesday opening numbers are taken out) is that “The Last Jedi” is failing to bring moviegoers back for multiple viewings. As one fervent Star Wars fan, Miles Bailey, told the writer of the Forbes article,
“Disney shouldn’t bank on the hardcore, cosplay, convention crew like myself seeing this film 6, 7, 8, 9 times. Episode 8: The Last Jedi set out to kill everything about episodes 1-7 and succeeded. I’m not excited by Solo or episode 9. Star Wars is done for me.”
If the gross receipts for “The Last Jedi” continue in the same direction, they will likely end up being closer to the lifetime gross of “Rogue One” and not that of “The Force Awakens”, which would be truly catastrophic for the franchise & its future. Disney may need to rethink its strategy for “Star Wars”.