New piece at National Review on what the movie Miss Sloane and the election results tell us about where the gun debate stands
Miss Sloane, a highly anticipated movie demonizing the NRA and calling for gun control, has bombed. The movie succeeded only in emphasizing the top-down nature of the gun-control campaign and how little intensity there is for more regulations.
The movie seemed to have everything going for it. Liberal movie critics loved it, and it was backed by a hefty ad budget along with heaps of favorable news coverage. The Hollywood Foreign Press Association has already nominated the movie’s star, Jessica Chastain, for a prestigious Golden Globe, considered a strong predictor of the Oscars.
But two weeks after its national release, it has made only $3.2 million. During its second weekend, it averaged just $102 per movie theater per day. With a ticket price of $10.30 per adult, that comes to an average of only 9.9 people a day seeing the movie in any given theater. At least people had no problem finding a good seat.
And it wasn’t for lack of trying to get people to show up. Out of the 200 highest-grossing movies of 2016, only ten exceeded the $15.9 million television advertising budget of Miss Sloane, and seven of those did so by very small amounts. Miss Sloane spent more than the Star Wars spinoff Rogue One, Star Trek, Pete’s Dragon, Arrival, Doctor Strange, and Hacksaw Ridge. It had twice the advertising budget of such hits as Sully, The Girl on the Train, and The Secret Life of Pets.
For every dollar spent on advertising, Miss Sloane brought in just 21 cents in ticket sales. By this measure, it came in dead last out of the 200 top-grossing movies in 2016. No one else was even close. Coming in second-to-last was Collateral Beauty, which made 53 cents per advertising dollar. The average movie made almost $2 for each dollar spent on advertising.
TV ads for Miss Sloane aired a total of 2,270 times: 316 times on CNN, Fox News, and MSNBC; 289 on prime-time CBS, NBC, ABC, and Fox shows. All told, they covered 34 different networks.
The concept of the script had also been thoroughly road-tested. Barack Obama and Hillary Clinton have galvanized public support by suggesting that politicians are intimidated from passing sensible regulations only because gun makers want to make money. And, like a Clinton or Obama speech, the film leaves out all of the strong arguments made by gun-control opponents. There is no response to concerns that the very gun-sale-control regulations being pushed in the movie primarily disarm law-abiding citizens, especially poor blacks and Hispanics living in high-crime inner cities.
Poorly funded gun-control advocates are shown doing battle with the big, bad National Rifle Association. Of course, Michael Bloomberg is never mentioned. He would spoil the story, since he gives $50 million a year to his regulation-pushing Everytown for Gun Safety. This is 2.5 times more than the NRA spends on political activities. From 2013 to 2016, Bloomberg donated a total of $48 million to candidates running for federal office. The NRA contributed just $2.1 million. And that’s not even mentioning the hundreds of millions that Bloomberg, George Soros, and others funnel into producing gun-control research. . . .