The Mummy (2017): Analysis and Box Office Performance

Tom Cruise has always been a bankable actor, known for delivering high-grossing films that captivate audiences worldwide. In 2017, his involvement in The Mummy brought renewed interest to the Universal Monsters franchise. However, the movie did not match the expectations set by its predecessor, and it's been a subject of debate regarding its success and impact.

Overall Reception and Performance

Watched The Mummy, and it’s a mixed bag. While it’s not one of Tom Cruise's better films, his performance is decent. The movie lacks in narrative coherence, with several gaps and inconsistencies in the storyline. It's more popular overseas, where Cruise’s fanbase is particularly vibrant. While his last couple of films, such as Jack Reacher and Edge of Tomorrow, received positive reviews, The Mummy is not among his strongest outings.

The Critical Reception

The critical reception of The Mummy was harsh. Rotten Tomatoes gave the film an 18% rating, which is decidedly poor. Critics had issues with the plot, the overall execution, and the pacing of the film. However, viewing the movie with a broader perspective beyond its reviews, The Mummy is still a watchable film with a few strong performances and impressive visuals.

Box Office Performance and Expectations

Expectations for The Mummy were high, but it fell short of them. It was anticipated that the film would open to around $40 million on its first weekend in the US. Instead, it earned only $30 million, which is a considerable disappointment. Considering its budget of $125 million, coupled with an expansive marketing campaign, these figures are not enough to make the movie profitable. The studio typically needs to see three times their budget in earnings for the film to be considered a success.

Factors Contributing to the Underperformance

Around the time of its release, The Mummy faced several challenges that contributed to its poor performance at the box office:

1. Timing and Competition

The film's release in 2017 coincided with the box office hit Wonder Woman, which easily outperformed it at the box office. Additionally, concurrent releases like Cars 3 and Transformers: The Last Knight left audiences with plenty of other options. Even if the summer was not exceptionally crowded, the timing was still challenging.

2. Word of Mouth and Audience Perception

The scathing reviews on Rotten Tomatoes and other review sites drove away potential viewers. The film’s score of 18% on Rotten Tomatoes was particularly alarming, as it could deter many audience members who rely on online reviews to make their decisions. Moreover, the film's perceived lack of appeal in the US market made it more reliant on international revenue, which, despite performing better, was not enough to compensate for the domestic shortfall.

3. Marketing and Branding

The branding and marketing for The Mummy aimed to revive the Universal Monsters franchise under the banner of the Dark Universe, but it did not manage to capture the public's imagination as expected. The resulting backlash from Warner Brothers over branding issues further diverted attention and resources, possibly impacting the overall marketing strategy.

Conclusion

In conclusion, The Mummy (2017) is a cautionary tale about the challenges of rebooting a beloved franchise. While it has its moments, the film's underperformance highlights the delicate balance between expectations and reality in Hollywood.