this post was submitted on 10 Aug 2024
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I agree, but it's obvious why they did it.
The teen demographic represents a huge part of the movie theatre crowd, and cutting that section out with an 18 or 15 rating can be the absolute death of a movie financially.
If a movie is an 18, like a horror, they need to lean into the adult marketing really hard and make it feel like it's worth going to for busy adults.
Movies that have action and comedy elements rarely do well with an 18 rating. They will miss the adult crowd because they seem childish and not worth going to, and they'll miss the child crowd too, because they literally can't go!
They messed up on this so bad by not committing at the outset to what they were trying to do, and not sticking to it all the way through.
It's actually not obvious. We just got the third highest grossing R-rated film of all time, and it was an action comedy film.
https://variety.com/2024/film/box-office/deadpool-wolverine-global-box-office-disney-milestone-3-billion-1236095076/