Taylor Swift's "The Eras Tour" Set to Make History with Theatrical Release
3New Yorrk, Times Square, October 10 2023
In a groundbreaking move, American singer-songwriter Taylor Swift is set to shatter industry norms with the theatrical release of her concert tour, "The Eras Tour." The tour, which kicked off in Glendale, Arizona, on March 17, 2023, is already a cultural and economic phenomenon, characterized by unprecedented ticket demand and fan excitement.
Swift's decision to release the concert as a feature film has attracted considerable attention, particularly with her unconventional distribution and financing methods. Sam Wrench, known for directing concerts for artists like Billie Eilish and Lizzo, has been enlisted to helm the project. The film was recorded during three shows in Los Angeles at SoFi Stadium, Inglewood, California, from August 3 to 5, 2023. Taylor Swift Productions, Swift's in-house production company, handled the film's production independently, bypassing major American film studios to reduce costs.
The film production received special approval from the Screen Actors Guild-American Federation of Television and Radio Artists (SAG-AFTRA) as a non-AMPTP production, aligning with union standards. Swift made it clear that she wanted to do it the right way under a union contract.
"The Eras Tour" will premiere on October 11, 2023, in Los Angeles, with a global theatrical release planned for October 13, two weeks before the release of Swift's re-recorded album, "1989 (Taylor's Version)." The film is expected to screen in more than 4,000 theaters in North America and over 8,500 theaters worldwide.
AMC Theatres, in a first-of-its-kind move, will serve as both distributor and exhibitor of the film in the United States. This approach, along with Swift's fixed pricing model, has raised eyebrows within the industry. Ticket prices for standard screenings have been set at $19.89 for adults, a nod to her upcoming album "1989 (Taylor's Version)," and $13.13 for children and seniors, a reference to Swift's lucky number, 13. The film will also be available in premium formats like IMAX and Dolby Cinema.
Notably, AMC and Cinemark are the only exhibitors who were privy to the film's release plans before Swift's announcement, leaving other executives frustrated. Under the distribution agreement, theaters will retain all concession revenue and screen the film for up to 26 weeks. However, Swift has the option to send the film to streaming services after 13 weeks.
The film's pre-sales have been nothing short of extraordinary, with Swift's concert film outpacing industry norms. Within hours after tickets went on sale, the film had already surpassed $10 million in pre-sales, likened to the performance of a Marvel film. AMC reported that the film had grossed $26 million within three hours on its platform, breaking the company's record for single-day advance ticket sales.
By September 15, 2023, the film's pre-sale revenue had reached $65 million, surpassing other blockbuster films. AMC reported an astounding $100 million earned in global pre-sales a week before the film's release, surpassing Justin Bieber's "Never Say Never" as the most profitable concert film in history.
Industry response to Swift's unorthodox release strategy has been overwhelmingly positive. Many believe that "The Eras Tour" will boost theater earnings and revitalize the box office, which has been affected by ongoing industry strikes.
Taylor Swift's partnership with AMC is expected to have a profound impact on film distribution, potentially changing the dynamics of cinema distribution. As the film's release date approaches, it is set to make history, not only for Taylor Swift but also for the movie industry as a whole.