Managing Expectations and Box Office Success

The 'South By effect' builds up anticipation for movies, sometimes leading to high expectations but not necessarily high box office success. Despite the hype surrounding certain screenings like Atomic Blonde, the actual box office performance may not match the fervor of the initial audience reaction. This phenomenon highlights the importance of managing expectations in the film industry, as a movie that receives a tremendous response at festivals like South By may not necessarily translate into significant commercial success.