Taylor Swift’s Eras Tour Movie May Not Attract Non-Fans
Fans have been scooping up tickets for The Eras Tour movie, but a new report questions if those who aren’t die-hard Swifties will also be watching.
Taylor Swift’s The Eras Tour movie has already earned more than $65 million in advanced ticket sales, but a new report suggests that the inflow of cash may dry up as interest among non-fans is almost nonexistent.
According to a poll by The Quorum, about half the people questioned about their interest in The Eras Tour movie haven’t seen Swift in concert and have no plans to attend a show. When the same group was asked about seeing it on the big screen, the report found that the collective interest level was just 39 percent. Notably, the most interest in seeing the concert film lies with fans who have already seen Swift on tour or wanted to but couldn’t get tickets. When analyzed, the data suggests that the film is “unlikely to attract an audience beyond fans.”
The report also questions whether the audience for The Eras Tour holds significant importance, and it may not. Although the data indicates that the film resonates most strongly with a particular subset of moviegoers, often referred to as “micro-segments,” these niche groups have the potential to drive movies to remarkable success. Considering the typical behavior of Swifties, this could be the case.
Dedicated Swifties Set to Drive The Eras Tour Film’s Box Office Success
Taylor Swift fans have already demonstrated their dedication by going to great lengths to attend multiple tour dates, often at a substantially higher cost than the film’s $19.89 adult ticket price. Even if the theatrical release may initially appeal to a narrow audience, these same fans are highly likely to attend multiple movie screenings since it opens two weeks before the release of Swift’s highly anticipated re-recorded album 1989 (Taylor’s Version).
Additionally, the poll and accompanying data might not provide a complete view of the situation. The challenge arises from the absence of historical reference data for The Eras Tour movie, as the project stands in its own category and doesn’t conform to the standard theatrical film format. Other concert films differ significantly in scope, while The Eras Tour is unique. Its unprecedented distinctiveness will likely impact the film’s overall box office performance.
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Despite its niche audience, Taylor Swift: The Eras Tour concert film will likely open to $100 million based on early pre-sales. Ticket sales hit $10 million within hours of becoming available and increased to $26 million when the figures were reported the next day. The figures have given theater owners confidence that a domestic final gross of $150 million is within reach. Such an achievement would position it as the highest-grossing concert film by a substantial margin.
Taylor Swift: The Eras Tour concert film hits theaters on Oct. 13.
