Bryce Dallas Howard knows the harsh reality of box office failures all too well. Her recent project, Argylle, co-starring Henry Cavill, was a staggering $200 million production that failed to generate a return at the box office. Disappointingly, the film only managed to rake in a mere $96.2 million. Howard’s experience in navigating these turbulent waters is, unfortunately, not unique; she has a history of being involved in films that didn’t perform as expected.
Directed by Matthew Vaughn, known for his work on Kick-Ass and The Kingsman, Argylle tells the story of Elly, a reclusive spy novelist played by Howard, who grapples with writer’s block. On a train journey to visit her parents, she finds herself targeted by a sinister organization, the Division, which believes her novels hold the keys to predicting the future. The plot thickens when a real-life spy, portrayed by Sam Rockwell, intervenes to save her.
According to reports, the movie needed to bring in approximately $500 million worldwide to break even, a tall order that it ultimately could not meet. Reflecting on her career, Howard explained to The Independent that she often senses when a film will struggle. “You can always see it coming while you’re making it,†she said. “If a movie doesn’t turn out the way that you envisioned, you can barely feel disappointed because it’s not yours.†This perspective, she noted, contrasts with her father, filmmaker Ron Howard, who feels the emotional weight when one of his films flops. It surprises him that she can detach herself emotionally from her roles.
What This Means For Argylle
Argylle Was Ultimately Made For Apple TV+
Bryce Dallas Howard reflected on her experiences with films like The Lady in the Water, which grossed $72.8 million on a $70 million budget. While it stalled M. Night Shyamalan’s career, Argylle was a different beast entirely. Co-produced by Apple Original Films and Universal Pictures, the movie was designed to funnel viewers to Apple TV+ post-theatrical run from the outset.
Despite its box office woes, Argylle isn’t simply a failure in the traditional sense. Its competently misleading marketingâ€â€depicting the film as a spy comedyâ€â€may have contributed to its lackluster reception. Furthermore, it operated in the shadow of its franchise predecessors; 2021’s The King’s Man also underwhelmed with a $126 million take on a $100 million budget.
Argylle for Apple TV+ was akin to Netflix’s gamble with Red Notice, where significant resources were poured into a project that many expected would lead to subscriber growth rather than immediate profits. Apple’s strategy hinged on captivating audiences with exclusive content.
Our Take On Argylle’s Box Office Failure
Argylle Was Still A Disappointment For Apple TV
Despite its ambitions, Argylle came as a disappointment for both Apple TV and Vaughn. The limited revenue from its theatrical run casts a long shadow over Apple’s hopes to recoup its investment through streaming. While Howard seems resigned to the fate of the film, her ability to separate herself from its failure may ultimately be beneficial for her mental health as she shifts focus to prospective projects ahead.
Sources: Variety, The Independent