The buzz surrounding Sydney Sweeney’s latest film, Americana, may have been fueled by controversy over her American Eagle jeans campaign, but is it truly a bomb? Critics and analysts are quick to judge, labeling the western as a commercial failure. However, a closer look reveals that this indie film, courtesy of Lionsgate Premiere Releasing, might not be as black-and-white as initially meets the eye.
When considering the broader context of the indie film market, Americana’s underwhelming $500K opening at 1,100 theaters in the US stands out, but it’s essential to examine the production budget and Lionsgate’s intentions. The movie was picked up by Lionsgate for a relatively modest $3M, with foreign pre-sales backing 60% of that amount. The total marketing spend is under $3M, mainly digital and theatrical trailers.
According to industry insiders, Americana will likely generate revenue through its distribution windows, including streaming through Lionsgate’s partnership with Starz. With expectations of a final domestic take of $1.5M and the label anticipating profitability, it seems that calling this western a bomb might be premature.
It’s crucial to note that many indie films receive little attention before their theatrical releases. These movies often rely on word-of-mouth and festival buzz rather than massive marketing campaigns. Americana, being an arthouse title from Lionsgate Premiere Releasing, falls into this category.
The movie’s performance should not overshadow its value as a platform for Tony Tost, the showrunner behind Poker Face, to showcase his directorial skills and Sweeney’s acting abilities. Even though Americana underperformed at the box office, it can still be seen as an opportunity for Lionsgate to explore new talent.
Historically, films with modest initial releases have gone on to gain a larger audience through streaming. The example of Reservoir Dogs comes to mind – Quentin Tarantino’s 1992 western initially performed poorly at the box office but eventually became a cult classic and cemented his status as a global director.
Ultimately, labeling Americana as a “bomb” might not accurately reflect its performance in indie film economics. As the industry continues to evolve, it’s essential to reevaluate our expectations for smaller releases like this one.
Source: https://deadline.com/2025/08/sydney-sweeney-americana-box-office-bombs-1236490275