Neon, the renowned film distributor, is set to premiere Ava DuVernay’s highly anticipated film, Origin, on 130 screens. The movie, which made its debut at the esteemed Venice Film Festival, received an extraordinary response from the audience, with an eight-minute standing ovation. It is worth noting that DuVernay became the first Black American woman to have a selection at Venice. Neon’s global rights acquisition of Origin before its premiere demonstrates their confidence in the film’s potential success. Additionally, a test screening revealed encouraging results, with a 91 total positive rating in the top two boxes and an 81 definite recommend score, both of which are the highest for both Neon and DuVernay.
Origin, adapted from Pulitzer Prize-winning reporter Isabel Wilkerson’s bestseller Caste: The Origin of Our Discontents, delves deep into the cultural roots of racism in America. It offers a unique perspective by highlighting the connections between American racism, the caste system in India, and Nazi Germany’s antisemitism. Wilkerson’s gripping narrative, interwoven with personal loss and love, has been translated into an unflinching drama that examines the structures of global oppression. Aunjanue Ellis-Taylor delivers a captivating performance in the lead role, supported by a talented ensemble cast, including Niecy Nash-Betts, Jon Bernthal, Audra McDonald, Vera Farmiga, Nick Offerman, Blair Underwood, and Connie Nielsen.
With the release of Origin, Neon aims to attract not only arthouse and “smarthouse” audiences but also targeted Black audiences. To achieve this, the distributor has strategically booked theaters in regional markets such as Atlanta, Chicago, and Baltimore. Drawing inspiration from the success of recent films like The Color Purple and American Fiction, the film’s wide reach seeks to engage viewers from diverse backgrounds. While it may be challenging to find direct comparisons for Origin, its narrative resonance and topicality make it a strong contender for success in the current cinematic landscape.
In its limited December run, Origin grossed an impressive $117k on just two screens, resulting in a per-screen average (PSA) of $58.5. This accomplishment secured the film’s place as the fourth highest PSA of 2023. Encouraged by this early achievement, Neon plans to expand the distribution to 500-700 screens in the coming weeks, capitalizing on positive word-of-mouth. The film’s release comes during a relatively quiet period for new specialty releases, coinciding with the renowned Sundance Film Festival, where a new crop of independent films is being showcased.
Alongside Origin, other notable specialty releases will hit the screens this weekend. Strand Releasing presents The Breaking Ice, which premiered at Cannes, and is set to captivate audiences at the iconic IFC Center in NYC before expanding to Laemmle LA. The Breaking Ice, written and directed by Anthony Chen, tells the story of Haofeng, a young urbanite from Shanghai who finds himself lost in the wintry city of Yanji on China’s northern border. This atmospheric film explores themes of connection and longing through Haofeng’s encounters with a charming tour guide and a frustrated restaurant worker.
Another release grabbing attention is The End We Start From, a dystopian drama distributed by Republic Pictures. This thought-provoking film, which stars Jodie Comer, follows a woman’s journey to return home with her newborn baby amidst an environmental disaster that submerges London in floods. With its powerful storyline and compelling performances by Comer, Joel Fry, and Katherine Waterston, The End We Start From promises to captivate audiences.
Level 33 contributes to the diversity of this week’s releases with their Gothic crime thriller, Double Down South. Kim Coates, known for his role in Sons of Anarchy, plays the lead character, Nick, who runs an illegal keno parlor out of his rundown plantation house in the rural South. Coates is supported by Lili Simmons (Banshee) and Justin Marcel McManus (Power Book II: Ghost), creating an intense and gripping narrative that explores the dark underbelly of crime and power.
Lastly, Cohen Media Group expands the release of Driving Madeleine, a French film by Christian Carion, to 50 theaters in the top 35 markets. Boasting an impressive critics score of 94% on Rotten Tomatoes and a 97% audience score, this film has garnered significant acclaim. Starring Line Renaud, Danny Boon, and Alice Isaaz, Driving Madeleine tells a captivating story that resonates with a wide range of viewers. The film’s expansion to additional markets in the coming weeks further demonstrates the distributor’s confidence in its potential success.
With the release of Ava DuVernay’s Origin and the accompanying specialty releases, this weekend offers a diverse selection of films that cater to various tastes and interests. Origin’s thought-provoking exploration of the cultural origins of racism, combined with Neon’s strategic marketing approach, sets the stage for a successful theatrical run. The other releases, each unique in their own right, further contribute to the vibrancy and richness of the cinematic landscape. Audiences can expect engaging stories, powerful performances, and a cinematic experience that transports them into different worlds. So, grab your popcorn, sit back, and immerse yourself in the magic of cinema.