Last week, the Los Angeles Times posted a great article about The Mortal Instruments: City of Bones and how it’s building the foundation for the Mortal Instruments film franchise.
While The Mortal Instruments: City of Bones didn’t blow away people at the box office (it made roughly $14.1 million its first five days), it still did pretty well for the time it was released. August — especially this week — was not the best time to release a movie. Most kids and teachers were going back to school and overall it was a horrible weekend at the box office. One of the worst of the year. Though of the new releases this weekend, The Mortal Instruments: City of Bones debuted at No. 1 (No. 3 overall for the weekend). And that’s just domestically, not taking into account any international numbers.
There seems to be a lot of stigmas on Young Adult movies. The ever-popular and annoying “It’s just like Twilight” comparisons (like seriously, just because it has supernatural elements (and creatures like vampires and werewolves) and a teenage female protagonist does not make it Twilight. Twilight does not own any of those.)
Another one is that a YA movie has to be a Hollywood blockbuster like Twilight or The Hunger Games, which isn’t the case, as evidenced by the article in the LA Times.
The Mortal Instruments is produced by Constantin Film (an independent production company) not Sony. Sony is the U.S. distributor not the production company.
If you remember, Constantin is the company behind Resident Evil, which wasn’t a box office sensation but spawned four sequels. Constantin is using that same plan when it comes to The Mortal Instruments. Producer Robert Kulzer explained in the interview:
“For us as an independent company, it’s more about managing expectations,” Kulzer said by phone from Berlin. “Even if the movie performs moderately, it will still warrant a sequel. Now that $60 million has been spent worldwide on prints and advertising, you can already see how the book sales are accelerating, the soundtrack is hitting the charts. Even if the first one doesn’t become a gigantic success, we will have a profitable track ahead of us.”
It’s more about The Mortal Instruments brand, but that doesn’t mean the box office isn’t important. Because it is. But The Mortal Instruments doesn’t need to pull a Twilight or Hunger Games to generate sequels.
Kulzer is hopeful that the film will not only sell tickets but also propel ancillary products associated with the movie (the soundtrack and merchandise), other chapters in the series and the prequel book series, which Constantin also owns. That would boost the overall “Mortal Instruments” brand — and improve sales for future “Mortal Instruments” movies.
We’re asking you to keep spreading the word about The Mortal Instruments: City of Bones and keep seeing it until it bows out of theaters. We can do it, Shadowhunters! City of Bones can have a nice box office gross worldwide. The movie will be in theaters for awhile so there’s plenty of time! And we can make City of Ashes a huge box office success when it hits theaters.