Spike Lee’s new A24 movie Highest 2 Lowest was expected to do huge numbers at the box office with leading man Denzel Washington. The movie also starred supporting actor Jeffrey Wright, and rappers A$AP Rocky and Ice Spice.
Despite the viral marketing campaign and marquee stars, fans failed to show support for the movie at the box office.
According to Variety.com, the tickets sales for “Highest 2 Lowest” were so weak that A24 and Apple Studios chose not to release box office numbers at all.
Critics say “it’s unheard of” for a movie studio not to release box office numbers after a film premiere.
“A24 is very consistent in terms of reporting numbers,” says Shawn Robbins, director of movie analytics at Fandango. “It’s unheard of for a well-known studio like that to be keeping mum about box office receipts.”
Box office experts are baffled that A$AP Rocky’s success as a rapper didn’t translate to box office success.
Rocky has 24 million followers across all social media platforms. He’s best known as pop star Rihanna’s common-law husband.
“Fame isn’t transferable currency across mediums,” says box office analyst Jeff Bock.
“Movies are their own sacred ritual and thus have different fan behavior. Music fans want to see their favorite artists in person at a concert, not on a screen,” he said.
