The fourth installment of the Bridget Jones franchise, “Bridget Jones: Mad About the Boy,” will debut on Peacock, marking a shift in the romantic comedy genre’s traditional theatrical release. The film’s director, Michael Morris, acknowledges that releasing it solely in theaters wouldn’t be feasible given the dwindling box office success of rom-coms.
“Rom-coms were once untouchable, but now they need spectacle to get audiences into theaters,” says Paul Dergarabedian, Comscore’s senior media analyst. The genre became formulaic, with recent films failing to match earlier generations’ quality. Even the third Bridget Jones film grossed only $24.2 million domestically compared to its predecessor.
To recoup costs of $50 million production and marketing, NBCUniversal decided to release “Mad About the Boy” on Peacock in the US and internationally. This move is seen as an adaptation to the changing landscape of streaming services, which have made it easier for studios to produce and distribute lower-budget films with less financial risk.
While some argue that releasing rom-coms on streaming platforms might lead to their demise, others believe that a strategic theatrical release can revive the genre. Scott Meslow, author of “From Hollywood With Love,” thinks that unique stories presented in theaters will captivate audiences if marketed correctly.
The decline of romantic comedies is attributed to shifting audience preferences and changing marketing strategies. As the market becomes increasingly saturated with streaming content, studios are now focusing on creating smaller-scale productions with lower production costs. This shift has led to a renewed interest in these movies among some viewers who crave relatable stories with heart and humor.
While opinions about Bridget Jones: Mad About the Boy are divided, its release on Peacock marks an important turning point for the franchise. As the film receives mixed reviews, fans continue to hold out hope that a big-screen revival might be possible in the future.
Source: https://variety.com/2025/film/features/bridget-jones-mad-about-the-boy-rom-coms-straight-to-streaming-1236304332