‘Flipped’ flops at the box office, studio cuts expansion
HollywoodNews.com: Rob Reiner’s 1950s/60s period romantic comedy “Flipped” will not be getting a wide release any time soon.
The film unspooled on August 6 in 45 theaters in three markets – Los Angeles, Calif.; Austin, Texas and Sacramento, Calif. generating just under $600,000 through yesterday. Critics have mostly been split on the film giving it a 57% rotten score on the Tomatometer. And with “Flipped’s” weak ticket sales, Warner Bros. is looking to cut back the film’s 29 runs to eight and move it to another market, New York. Typically, films that are more suited for the arthouse perform better in Gotham.
“Flipped” is based on a tween novel by Wendelin Van Draanen about the relationship between two kids, from second grade to middle school, with family drama splashed in the background along the way.
“While our initial test markets did not perform to our expectation, we love this movie, and we are committed to six new markets with a different plan in the hope we can find the audience to make this film a success,” Warners Bros. distribution boss Dan Fellman told the Hollywood Reporter.
“Flipped” was an attempt by director Rob Reiner to reinvigorate the era he so magically captured in 1986’s “Stand By Me” which was nominated for best adapted screenplay. The director, who had an excellent run at the box office during the late ‘80s and ‘90s with both crowd-pleasing, award worthy fare, i.e. “A Few Good Men” ($141.3 million) and “Misery” ($61.3 million) has fallen on hard times both at the multiplex and at the Oscars.
However, Reiner’s previous film, 2007’s “The Bucket List,” saw a boom at the domestic B.O. grossing just under $94 million.
Photo Credit: Warner Bros.
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