Strictly Business Daily Variety – Box Office: Taylor Swift Leaves ‘Em Wanting More; Celebrating Variety’s 10 Broadway Stars to Watch
Oct 6, 2025
Rebecca Rubin, a Senior film and media reporter at Variety, shares insights on the box office impact of Taylor Swift's surprise theatrical release, which scored a remarkable $33 million. She discusses audience demographics and the film's strong reception. Joining her, Gordon Cox, Variety's theater editor, unveils the annual '10 Broadway Stars to Watch' list, highlighting emerging talent in theater. They dive into Broadway's recovery challenges and celebrate innovative projects like The Rescues’ Lost Boys musical adaptation.
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Swift's Event Model Scales Box Office
- Taylor Swift's surprise theatrical release grossed $33M domestically and ~$46M globally in three days despite minimal promotion.
- Her partnership with AMC and event-like framing proved her singular power to mobilize fans into theaters.
Short Runway Still Generated Urgency
- A short announcement window still produced massive demand, but it's unknowable if a longer ticketing runway would have increased grosses.
- The surprise element and social media reach likely drove urgency and event-style attendance.
Use Time-Limited Events To Drive Sales
- Treat theatrical concert films as time-limited events to maximize first-week sales and media buzz.
- Partner directly with exhibitors and leverage artist platforms rather than relying solely on studio campaigns.