Quick! Did you remember that the 2016 edition of Ben-Hur is racing into view this summer? Some fresh box office tracking data seems to suggest moviegoers have either forgotten about or are largely disinterested in this pricey swords-and-sandals update.
According to The Hollywood Reporter, Ben-Hur (which is billed as a “remimagining” of the novel rather than a remake of the previous film adaptations) is projected to open in underwhelming fashion. Early tracking has the Timur Bekmambetov-helmed motion picture debuting with a $14-15 million opening weekend. Not bad for a romcom or an inexpensive horror offering, but that’s a catastrophic number for a nearly $100 million production. (Entertaining the idea that Ben-Hur could match its 1959 predecessor’s 11 Oscars also seems unlikely.)
What can Ben-Hur do to change its fortunes? For one, the movie’s not out until August 19, so it’s not like there isn’t time to build hype, interest and a whiz-bang marketing blitz. The Hollywood Reporter notes that the MGM/Paramount picture is going to be actively courting faith-based audiences, something that producers Mark Burnett and Rona Downey have a bit of experience with courtesy of efforts like The Bible and A.D. The Bible Continues.
The film features Boardwalk Empire alum Jack Huston in the role of Judah Ben-Hur in a cast that also includes Morgan Freeman, Toby Kebbell, Nazanin Boniadi and Rodrigo Santoro. Will you be hitting up multiplex to give ‘er a gander? Weigh in with your thoughts in the comments.
(Via The Hollywood Reporter)
