PG-13 cut of 'The King's Speech' doesn't attract broader audience
Maybe Harvey Weinstein should have listened to Colin Firth.
After winning the best actor prize for his role in "The King's Speech" at the Oscars in February, Firth told reporters backstage that he was vehemently against the chief of the Weinstein Co.'s plan to create a PG-13 version of the R-rated movie.
"I don’t support it," Firth said, referring to the cutting of a scene in which his character, the Duke of York, spews out the F-word. "I think the film has its integrity as it stands. I think that scene belongs where it is. I think it serves a purpose."
If new box-office results are any indication, audiences seem to agree. The PG-13 version of the film with less obscenity hit theaters this weekend, replacing the R-rated version in 1,007 theaters. But the new rating did little to attract a broader audience to the film, as the recut edition collected only $1.2 million in ticket sales. Last weekend, when the R-rated film was playing in 1,062 theaters, it grossed $1.6 million.
With a handful of kids out on spring break, the Weinstein Co., which is distributing the film, had been hoping that the new version of the period drama would lure in younger moviegoers. Instead, the majority of families showed up to see the hybrid live-action-animation film "Hop," which brought in $38.1 million on its opening weekend.
But even if the new marketing ploy is a failure, "The King's Speech" will still ultimately be a box office success: It has made $136.6 million domestically and over $230 million internationally. Interestingly, a less restrictive rating may have helped the film find success abroad: In Great Britain, where the movie has made more than $70 million, "The King's Speech" is recommended for audiences 12-and-over.
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-- Amy Kaufman
Photo: Colin Firth stars in "The King's Speech." Credit: The Weinstein Co.
The Kings Speech was boring and lame.
Posted by: j | April 03, 2011 at 01:46 PM
Months late and with no promotional effort. I'm amazed it did any business.
Posted by: greg | April 03, 2011 at 02:16 PM
On the whole this movie has been remarkably well timed as regards release and brilliantly marketed.
The domestic take for 'The King's Speech' has been curious for never having a strong weekend and at no time being must-see. Its best weekend was only $11 million. However, it just stayed out there doing business in the $5 million to $10 million a week range mainly because there were few great must-see movies out there because they have all decided to go head to head in the summer.
It also shows that timing of some releases is all.
Had the film been released one year earlier against 3 D Avatar, then it might have struggled to get 10% of the audience which it achieved. The marketing people deserve a raise and hand of applause.
Posted by: Jonathan Stuart-Brown | April 03, 2011 at 02:47 PM
Except Harvey is now responsible for paying for all of those additional prints that went out to theaters (or are all theaters now using digital distribution?)...
Posted by: Paleta Fresca | April 03, 2011 at 03:14 PM
I'm sorry you didn't care for the movie j. I found it very good.
Posted by: Marie | April 03, 2011 at 07:33 PM
I very much enjoyed this movie but I can't seem many kids wanting to see it.
Posted by: gregdn | April 04, 2011 at 07:18 AM
Quote: "But the new rating did little to attract a broader audience to the film, as the recut edition collected only $1.2 million in ticket sales. Last weekend, when the R-rated film was playing in 1,062 theaters, it grossed $1.6 million."
You didn't look at the demographics. How can you make an assumption on who saw it based solely on the revenues?
A movie is generally expected to earn less after most people seen it. That it generated $1.2 million is much less fall off than the previous $1.6 million.
You at least acknowledged that people had other choices to watch.
Personally, I wouldn't take a kid to watch it. It isn't kid material despite the subtitution of one obscenity for another tamer obscenity.
Posted by: Ha! | April 04, 2011 at 09:40 AM
it is an awesome movie which motivate you to overcome your weakness with constant hard work. I specially loved the dialog "why would i listen to you" replies "because i got a voice".
Posted by: rachel tom | April 05, 2011 at 12:45 AM
Kings speech is getting mixed reviews personally i really liked it, it really teaches you how to overcome your weakness.
Posted by: Rt Racheltom | April 05, 2011 at 02:20 AM