The movie industry is currently facing a unique challenge – the strikes that prevent actors from promoting their films. These strikes have cast a shadow over the promotional strategies of many films, making it difficult for them to generate the necessary buzz. Against this backdrop, Millennium Media and Lionsgate are releasing the highly-anticipated Expendables 4, the latest installment in the long-running Sylvester Stallone-Jason Statham action franchise. This film is expected to achieve a weekend box office performance of $15 million-$17 million. While this range is consistent with the opening weekend figure of Expendables 3 in 2014 ($15.8M) and Stallone’s last Rambo film in 2019 ($18.8M), it is worth noting that the success of the Expendables franchise extends beyond the domestic market.
The Expendables franchise has built a strong following, particularly among male audiences over the age of 25. This demographic has proven to be the key market for movies featuring over-the-hill action heroes. To capitalize on this appeal, Expendables 4 is being released in 3,400 theaters across North America. Moreover, the movie is being screened in 700 premium large-format (PLF) screens, including XD, RPX, Dolby, and D BOX, to enhance the viewing experience for audiences. This strategic move aims to ensure that the film garners maximum attention, even in the face of potentially lackluster box office numbers.
Expendables 4 boasts a reported production budget of $100 million, a substantial investment in this franchise. However, Millennium Media has set its sights on the global market to recoup its spending. The third film in the franchise grossed $214.6 million globally, while the second film earned $314.9 million in 2012, and the original film made $171.4 million in 2010. The franchise demonstrates its global appeal by opening to $11 million in China alone. China has proven to be a lucrative market for this franchise, with the third film accumulating close to $73 million in that region alone. This strong performance underscores the popularity and enduring appeal of the Expendables franchise among international audiences.
Diverse Cast and New Direction
Expendables 4 brings back the beloved ensemble of elite mercenaries portrayed by Statham, Stallone, Dolph Lundgren, and Randy Couture. Additionally, the film introduces new cast members such as Curtis “50 Cent” Jackson, Megan Fox, Tony Jaa, Iko Uwais, Jacob Scipio, Levy Tran, and Andy Garcia. This infusion of fresh talent injects new energy into the franchise, offering audiences novel styles and tactics that keep the concept of “new blood” exciting and relevant. Under the direction of Scott Waugh, known for his work on Need for Speed and Act of Valor, Expendables 4 aims to deliver an exhilarating and action-packed experience that surpasses its predecessors.
Challenges in the Box Office Landscape
Last weekend’s box office figures were disappointing, ranking as the second-lowest of 2023 at $62.8 million. The ongoing strikes have had a profound impact on film promotion, resulting in reduced visibility for theatrical releases. Furthermore, several films have shuffled their release dates, disrupting the fall and winter schedule. For example, Challengers, featuring Zendaya, was initially slated for release last Friday but has now been pushed back to the end of April. These factors, combined with the typically slow performance of autumn box office releases, have contributed to the uncertain landscape that Expendables 4 faces upon its release.
The Expendables franchise displays remarkable resilience in the face of a challenging box office environment. While the strikes and other industry factors present obstacles to success, the franchise’s devoted fanbase and global appeal provide a solid foundation for Expendables 4. As audiences around the world gear up for another explosive action-adventure, the franchise continues to prove its enduring popularity and ability to entertain.