IF YOU’VE BEEN on the internet over the past few weeks, you’ve likely seen some buzz about a film called Snowpiercer and wondered what all the fuss is about.
Never fear, because we are here to shed a light.
So, what is Snowpiercer?
Snowpiercer is a South Korean sci-fi action film starring Chris Evans, John Hurt, Tilda Swinton and Jamie Bell, among others. It’s directed by acclaimed South Korean filmmaker Bong Joon-ho. Per IMDb:
Set in a future where a failed climate-change experiment kills all life on the planet except for a lucky few who boarded the Snowpiercer, a train that travels around the globe, where a class system emerges.
What’s the story with it?
Basically the film was acquired by movie mogul Harvey Weinstein in 2012 based on some rough footage and a script. However, when the film was completed, Weinstein demanded that twenty minutes be cut from the running time and opening/closing monologues be added, claiming that the film wouldn’t play to a mainstream audience otherwise.
Director Bong Joon-ho refused to adhere to Weinstein’s request and the film’s US release was left in limbo. In the meantime, it earned $81 million internationally, including $59 million in South Korea and $11 million in China.
Wow.
Yep.
Some fans started an online petition called “Free Snowpiercer” and eventually Bong succeeded in getting the uncut version released in the US. However, Weinstein only put the film out on a very limited release of just eight screens in the United States in its opening weekend.
Ah here. Then what?
It opened to stellar reviews and excellent word-of-mouth. This prompted RADiUS, the film’s distributor, to accelerate the film’s VOD (video-on-demand) release. It was soon made available via various digital platforms to watch from the comfort of your home, just two weeks after its initial bow in cinemas and while it was still expanding its theatrical release.
Sounds risky. How did it do?
The risk paid off! According to Harvey Weinstein, the film took in $2 million in one week on VOD, which is pretty darn impressive. (For reference: Arbitrage, a financial thriller starring Richard Gere, reportedly holds the record as the highest-grossing VOD release, having earned $11 million in total.)
Snowpiercer has also grossed $3.5 million in its release after it expanded to 356 sites in the United States. As of last weekend, it was still playing in 211 cinemas.
What does all this mean?
Basically, the simultaneous theatrical release and VOD release complimented one another and maximised awareness for the film. Now its release strategy, with its modest spend and not-so-modest success, is being hailed a gamechanger for the film industry, which has always struggled with not-quite-mainstream/not-quite-arthouse releases.
As Tom Quinn of RADiUS told Indiewire:
We’re here to crack that no man’s land between a boutique movie and a blockbuster where there’s no middle ground.
While Snowpiercer undoubtedly had a lot going in its favour, including positive reviews and bona fide stars, you can still bet that that more mid-sized/indie films will emulate its strategy.
No longer will on-demand be a place where crappy movies go to die.
What does this mean for the UK/Ireland release?
As we have yet to catch up with the US on VOD releases/technology, it looks like we’ll just be getting a standard theatrical release. The Weinstein Co. will oversee its UK release as well and Weinstein has stated that the film will play in “several hundred theaters” in the UK, which is promising news, but no release date has been set as of yet.
It received its official UK premiere at the Edinburgh International Film Festival back in June, so fingers crossed its release isn’t too far off.
