Angel Studios recently unveiled details regarding their unconventional approach to distributing tickets for the 2023 blockbuster “Sound of Freedom.” The company allowed customers to contribute towards a “pay-it-forward” pool of tickets, with each person paying $15. The initial plan was to distribute 1,738,367 tickets, but ultimately, Angel Studios ended up distributing 1,827,634 tickets, surpassing their original commitment by 105%. This approach contributed to the film’s unexpected success at the box office, outperforming Hollywood heavyweights like Indiana Jones and the Dial of Destiny.
The financial breakdown revealed that customers paid a total of $26,075,511 towards the “pay-it-forward” pool of tickets. However, only $21.8 million worth of tickets were redeemed, leaving a significant portion unused. Angel Studios also allocated $6.4 million towards marketing the availability of free tickets and an additional $1.1 million on third-party fees to facilitate the distribution process. Despite the substantial investment in marketing, there were reports of empty auditoriums upon the film’s release, raising questions about the actual attendance figures.
Aside from the financial aspects, Angel Studios faced controversy surrounding the film’s subject matter and the perceived overlap between its supporters and followers of QAnon conspiracy theories. The “pay-it-forward” model further confused the marketplace, with photos circulating on social media showing sparsely occupied theaters, undermining the reported success of the film. Angel Studios’ CEO Neal Harmon attributed the discrepancies to individuals taking photos before audiences arrived, discrediting claims of empty theaters.
In an attempt to clarify the situation, Elizabeth Frank, EVP of Worldwide Programming for AMC Theatres, highlighted Angel Studios’ unique approach to film distribution, emphasizing their consumer-focused strategy and non-traditional business practices. AMC Entertainment CEO Adam Aron also defended the film’s performance, citing over one million viewers at AMC Theatres, despite allegations of unoccupied theaters. Frank acknowledged the challenges faced by traditional theater chains in revitalizing moviegoing habits post-Hollywood strikes, viewing Angel Studios’ initiatives as promising signs for the industry’s future.
Looking ahead, Angel Studios plans to release six films in the upcoming year, including the biopic “Cabrini,” signaling a continued commitment to innovative marketing techniques and community engagement. Their emphasis on direct marketing and the “pay-it-forward” setup aims to complement AMC’s efforts in rejuvenating the theatrical experience. As the industry navigates through changing viewing habits and economic uncertainties, Angel Studios offers a fresh perspective and incremental value to traditional exhibitors like AMC Theatres.
Overall, while Angel Studios’ “Sound of Freedom” distribution strategy was met with mixed reactions and skepticism, it succeeded in generating buzz and driving audience engagement. By pushing the boundaries of conventional distribution models and challenging industry norms, Angel Studios remains a key player in shaping the future landscape of film exhibition and consumer interaction.