Civil War is the first success of A24’s new box-office strategy
If you make the mistake of following journalists on Twitter, you would think that Civil War is the most talked about film of the year. It's not — and the over-coverage it's been receiving isn’t because it's particularly amazing or outrageous or riské or inflammatory. It did reach number one at the weekend box office, but on a quiet weekend, competing with third-week tickets for Godzilla x Kong: The New Empire. No, all the attention has come because Civil War is about journalism and there are few things we like talking about more than ourselves, despite few others being that interested. And so, here I am. But more interesting than the film is the release strategy behind it, because it represents A24 taking a punt on far more expensive films than usual.
