Entertainment

‘Addicted’: How Lionsgate and CodeBlack Created a Low-Budget, Micro-Targeted Hit

Addicted_2014_film

Brent Lang, VARIETY MAGAZINE

 

LOS ANGELES (Variety Magazine)—“Addicted” hooked audiences this weekend with a social media astute and low cost approach to movie distribution that shows you don’t have to spend more to make more.

The erotic drama about a woman who strays from the marital bed opened to $7.6 million despite opening in just 846 screens and without the kind of gaudy television marketing that most films rely on in order to draw a crowd.

“It’s an example of how big data and really understanding a marketplace can reduce the amount of unnecessary bookings and spending a film needs,” said Phil Contrino, vice president and chief analyst at BoxOffice.com. “They didn’t open in 1,000 theaters and they didn’t need to.”

Credit for the breakout success goes to Lionsgate and its label CodeBlack Entertainment, which has carved out a niche for itself distributing low-budget, African American films such as last year’s “Kevin Hart: Let Me Explain.”

“There’s a real business model here where studios can make profits releasing targeted African-American films,” said CodeBlack founder Jeff Clanagan. “The reality is that with the right number of screens, we’re able to reach our consumers and our fan base rather than spending a ton on P&A.”

 

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