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A lot of people LOVEBooksmart.But a lot of the headlines aboutBooksmart本周是关于票房的，包括好莱坞记者的这一家关于如何Booksmart“广泛释放和绊倒的赌博”.

Booksmartcame out of SXSW with a lot of buzz. It currently sits at 97% fresh on Rotten Tomatoes. They decided to build on that with a Memorial Day release, going up againstAladdin.Aladdinopened over $112 million,Booksmartopened with $8.7 million over the four-day weekend and, right now, is sitting at just under $10 million, which actually isn’t bad for an indie movie, but by wide release standards, that’s considered “underperforming”.

Many, many celebrities, including Taylor Swift, Ryan Reynolds, Mindy Kaling, Natalie Portman, Chrissy Teigen, Busy Philipps, Gal Gadot, and more have been rallying behindBooksmart在社交媒体上，urging their followers to go see it. Director Olivia Wilde has been tweeting about it too:

And she’s acknowledged that the decision to go with a wide release, even though they may not have hit their target, was a “big gamble”:

Right now, they’re hoping for positive word of mouth to sustain the movie in its second weekend so that theatre owners will keep it on screens. Again, people really, really LOVEBooksmart.It’s already been said that it’s the teen movie of a generation, an instant classic, a movie that will hold up, that will be rewatched over and over again, and remembered fondly.

StillBooksmart’s “disappointing” box office has a lot of people in the industry talking about how to best market smaller budget, non-tentpoles against big budget blockbusters.Per Variety:

分析师认为，战略而不是全国范围内的首次亮相，可能会帮助“书籍玛丽”在电影观众中的表现更好，并且随着票房竞赛在夏季的持续升温，策略可能会在竞争者中保持领先地位。一个平台发行，在其中制片厂在少数场地上打开了一部电影，并慢慢扩大了剧院的数量，使电影可以建立观众并提高知名度。

So,from aShow Your Workperspective，这是不好的工作吗？

I mean, sure, you could say they should have read the landscape better. You could say that when they took a risk against阿拉丁，that even though they were betting on counterprogramming, they didn’t fully appreciate that their audiences overlapped; that they shouldn’t have been so aggressive, waited to build on strong reception in fewer audiences before expanding, likeLady Bird.Because now that this has happened, one of the major consequences might be that those who don’t think movies likeBooksmartcan make it in the big leagues are only going to double down on their obtuseness. Which, of course, is the “you ruined it for everyone!” blame game.

First of all, f-ck that, and second, my take is that, sometimes, showing your work is taking a big ass f-cking swing. Which is what they did withBooksmart.在您犹豫不决的项目上进行大幅挥杆是一回事。但是，如果您不相信自己的工作，那是至关重要的工作，充满激情的工作，那么还有什么大幅度摇摆呢？

People are talking aboutBooksmart’s big swing like it’s homerun or bust. Like their big swing resulted in a strikeout. This is not a f-cking strikeout. Please don’t buy into the narrative out there that it’s a strikeout. At worst, it’s a single. In reality, it’s probably closer to a double – which means they’re on base, in scoring position.Booksmartis critically acclaimed. More important, it’s immediately become special to people, many, many, many people who’ll be sharing it for many, many years.

Would they do it all over again if they could? If they knew going in what would happen. I hope so. I hope, a few months from now, no matter what happens in the weeks to come, if/when someone asks Olivia Wilde if she would wantBooksmartto open in wide release now that she’s seen the results, her answer will be, f-ck yes, I would do it all the same, I would take the big swing.

Let Olivia Wilde andBooksmart’年代大浪潮是一个很大的灵感,去, because why not take a big swing when you’re swinging in support of your best work? Don’t be afraid to take those big swings!

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