Taylor Swift's The Eras Tour concert film had a successful Thursday night preview, bringing in $2.8 million in ticket sales. While this figure may seem low compared to blockbuster releases from Marvel, DC, and Star Wars, it's important to note that the film wasn't originally scheduled for a Thursday release. Fans were only informed of the screenings late Wednesday night, and tickets for the 6 p.m. showings were only available for purchase at 10 a.m. on Thursday.
Box office analysts believe that this small Thursday night haul does not accurately reflect the potential success of Swift's film. Paul Dergarabedian, senior media analyst at Comscore, states that "pre-sales and incredible fan enthusiasm portend a blockbuster-style weekend." It is expected that Swift could earn between $40 million and $60 million on Friday, with an opening weekend draw of up to $150 million. If the film surpasses $96 million for the weekend, it will become the highest-opening film in October, beating out "Joker" from 2019.
Shawn Robbins, chief analyst at BoxOffice.com, acknowledges that projecting the film's success is challenging. He believes that it depends on how much walk-up business Swift can bring in outside of her dedicated fans who have already bought tickets. The film is set to open in approximately 3,850 theaters, making it the widest domestic release of a concert film. It is also expected to have the highest opening weekend for a concert movie, surpassing Miley Cyrus' "Best of Both Worlds Concert" from 2008.
AMC Entertainment, the distributor of the film, reported pre-sales exceeding $100 million for the full run of Swift's film. Additionally, ticket prices for the film are more than 40% higher than typical releases this year, starting at $19.89 for adults and $13.13 for kids. These prices reflect Swift's birth year and lucky number, 13. Cinemas are also expected to benefit from increased concession sales, with specialty popcorn buckets, drinkware, and boutique cocktails being offered. Some locations are even planning in-person events, such as friendship bracelet-making tables, to enhance the moviegoing experience.
Overall, despite the modest Thursday night previews, there is a high level of anticipation and enthusiasm for Taylor Swift's The Eras Tour concert film, with expectations of a successful opening weekend and potentially becoming the highest-grossing concert film worldwide.