Kevin Costner is not a professional gambler, but he went all in on “Horizon.”
The former “Yellowstone” actor spent millions on a film he directed, co-wrote and co-starred in. He even dubbed the movie “An American Saga.”
The public did not agree.
The film grossed just $11 million on its opening weekend, putting a damper on plans for a third and fourth film in the series. The second installment is already in the works and is due out next month.
The latest installments? We’ll have to wait and see.
The lessons tied to the film are both cruel and instructive.
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Movie stars don’t move the needle
Costner recharged his stardom with “Yellowstone,” the cable-TV sensation that spawned a Western universe. Technically, he didn’t need that boost — at least on paper. Few films can rival Costner’s Hollywood resume, from popcorn flicks (“The Bodyguard,” “Man of Steel”) to unabashed classics (“Bull Durham,” “Field of Dreams,” “The Untouchables”).
That impressive resume failed to entice fans to his side.
Famous faces no longer guarantee box office success. Superstars like Brad Pitt, Tom Hanks, Will Smith and Angelina Jolie have learned that lesson the hard way.
Counterprogramming is even more risky in summer
“Horizon” offers something different for moviegoers. There are no flashy special effects or tie-ins to popular intellectual properties. It’s a long meditation on the Western genre, a story that promises three more films to complete its arc.
Some counter-programming proposals exceed anyone’s expectations. The animated musical “Once” played in independent theaters throughout the summer of 2007, boosted by impressive word-of-mouth publicity.
Last year, “Sound of freedom” surprised everyone by earning $180 million in the United States despite its heavy subject matter.
Counterprogramming can work, but it’s as risky as spending millions of your own money on a four-part western.
The public is more demanding than ever
Movie lovers have returned to theaters after the pandemic, but they aren’t rooting for just any movie. Crowds are increasingly selective about which films they line up to see. That’s left populist titles like “The Fall Guy” and “Furiosa: A Mad Max Saga” struggling to turn a profit this summer.
“Horizon” received brutal reviews at the Cannes Film Festival, signaling to many that it’s best to wait for the film to hit online VOD shelves.
If critics had been supportive of “Horizon,” it might have convinced some curious people to give it a chance. As it stands, the film 42 percent “rotten” ratingplus the caution of young audiences towards westerns, sank the film’s opening weekend.
Let’s not ignore the United States in the red states
Showbiz411.com happily highlighted the film He did better in the Heartland than in urban centers. That’s to be expected, given Costner’s fan base and the genre at stake.
So why didn’t Costner court the conservative media?
This reporter requested a phone call with The Blaze superstar, but was unsuccessful. He has worked the media aggressively in recent weeks, including appearing on “The View.” He has not spoken to Dan Bongino, Ben Shapiro or other right-leaning heavyweights.
Costner could have the last word
The superstar may never get a return on his investment, but he has made an original and gripping film that reminds us why audiences will never tire of Westerns.
The film could be a box office success, especially considering how radically different it is from the usual summer competition.
Or not.
The actor has been dreaming about “Horizon” for decades. Now, given his extreme wealth, connections and talent, the film is coming to a theater near you.
We don’t know if he’ll find the resources to complete the saga as he intended, but it’s rare for an artist to take such a risk and share that vision with the world.
That’s exactly what Costner did, and he can rest easy knowing he did it on his terms.
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