Although it's early days, Dune's promising box office performance is highlighting the catalog of errors that Warner Bros. made with the release of Blade Runner 2049. While both films deliver big-budget, high-concept sci-fi, the latest release is performing markedly better at the box office. Despite the initial similarities between the films, however, it's clear that this new version of Dune has learned some important lessons from its much-vaunted but ultimately unsuccessful predecessors.
Ahead of its full US release, Denis Villeneuve's new Dune adaptation has taken in $75 million internationally. In its second weekend, the film dropped just 32%, providing a favorable comparison with other major releases. Marvel's Black Widow, for instance, fell by 67% after its second week, while Blade Runner 2049 took just $259.3 million throughout its entire international run. While there's no guarantee that Dune will continue to perform as strongly, the early signs are certainly encouraging.
While both Dune and Blade Runner 2049 share many similarities, there's no doubt that distributor Warner Bros. has learned from the mistakes that hindered the earlier film's performance. In particular, it's notable that there has been a concerted effort around the marketing of the movie, with multiple action-packed trailers as well as deep dives into the different characters and cast . In fact, although both films have been critically well-received, several key decisions around Dune's release highlight that, in order for high-concept sci-fi to succeed, some sacrifices have to be made.
An interesting comparison can be found in the age rating of the two films. Whereas Blade Runner 2049 holds an R-rating due to strong and occasionally bloody violence and sexuality, Dune has a slightly softer PG-13 rating. Not only does this suggest a more accessible tone than the strictly adults-only Blade Runner sequel, but it automatically makes it more marketable. Although violence is a key part of the Blade Runner universe, this rating may ultimately have prevented many potential fans from seeing it in theatres.
Warner Bros. differing approach with Dune has been most noticeable through the movie's various trailers. Not only have they been deliberately action-packed, showcasing not only the film's stellar ensemble cast but also teasing Arrakis' legendary giant sandworms. In addition, the studio has also released mini featurettes, providing additional context and interviews with key cast , all in a bid to familiarize audiences with the stories. This demonstrates that, though Dune is a celebrated and hugely popular work, Warner Bros. is taking no chances to ensure that the audience is as excited as possible.
There are, of course, several reasons why one film may outperform another that are beyond studio control. For starters, Dune is in many ways a sacred science fiction text and the inspiration behind some of the most influential films in the genre, meaning that many audience will already have a good grasp of the story. It's also worth ing that the original Blade Runner film also underperformed at the box office, only achieving legendary status after a subsequent reappraisal. However, even with all these elements in the balance, it's clear that Warner Bros. is leaving nothing to chance when it comes to ensuring that Dune performs better than Blade Runner 2049.
