Anne Hathaway’s Verity is facing a short theatrical run despite earning more than $115 million worldwide. The psychological thriller, based on Colleen Hoover’s bestselling novel, has reportedly lost about 500 theatres in its third week. With mixed reviews and slowing box office momentum, the film’s theatrical future raises a question: could its marketing have done more to bring audiences in?
Why Is Verity Losing Theatres So Soon?
A reduction in a film’s theatre count does not automatically mean that it has failed. Studios and cinema chains regularly adjust screenings based on ticket sales, audience demand and the arrival of new releases.
However, Verity’s reported loss of around 500 theatres in its third week raises questions about how long Amazon MGM intends to keep the film in cinemas. The movie has already moved past its opening-weekend high, and its second-weekend domestic earnings fell significantly.
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The film’s reported global earnings are substantial compared with its production budget. But box office revenue is not the same as profit: studios also have marketing, distribution and other costs, while cinemas retain a share of ticket sales.
Did Bad Marketing Hurt Anne Hathaway’s ‘Verity’?
Marketing could be one factor worth examining, but no confirmed evidence suggests bad marketing caused Verity to lose theatres.
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