Moviegoing is currently a puzzle that big studios can’t seem to solve. While some films have produced surprising results, others with every reason to inspire success have disappointed. Following the popularity and acclaim of Puss in Boots: The Last Wish – one of 2022’s biggest animated hits – DreamWorks is now experiencing the other end of the spectrum with Ruby Gillman, Teenage Kraken.
The sub-aquatic action-comedy debuted to a meek $5.2 million at the box office, marking the worst three-day opening weekend numbers, domestically, in DreamWorks’ history. Internationally, the film made $12.8 million, resulting in a total of 18 percent of its $70 million budget.
If it’s any consolation, both Pixar and Walt Disney Animation Studios have been in similar scenarios with Elemental earlier this year, as well as with Lightyear and Strange World in 2022. Although Elemental made significantly more than Ruby in its opening weekend, it still registered Pixar’s second-lowest debut ever at an estimated $29.5 million. At the end of its theatrical run, Strange World had only made a worldwide total of $73.6 million, effectively losing over $190 million for Disney.
All three suffered from poor and insufficient marketing, experts believe, possibly related to the fact that they’re all originals and not tied to any pre-existing IP. Elemental and Ruby also had to compete against Spider-Man: Across the Spider-Verse, which has now passed the $600 million mark worldwide. Streaming has changed audiences’ viewing habits significantly as well, with the knowledge that films will eventually, and rather quickly, land online.
Ruby Gillman, Teenage Kraken follows 16-year-old Ruby (voiced by All the Boys‘ Lana Condor) as she finds out she’s the heir to the throne of an underwater Kraken queendom. Catch it while you still can, in theaters now.