Angel Studios’ animated film The King of Kings has garnered significant attention, reportedly earning $19 million during its opening weekend and surpassing the previous record held by The Prince of Egypt in 1998. However, the film’s ticketing strategy has sparked discussions about the authenticity of these numbers.
The studio employed a “Pay It Forward” model, allowing individuals and organizations to purchase tickets for others, which could be claimed for free. This approach, while promoting generosity, has led to instances where theaters remain empty despite sold tickets, as some tickets are claimed but not used.
This strategy isn’t unprecedented. In 2014, megachurches bought out theaters for the film Son of God, distributing thousands of tickets to congregants. Such practices, while boosting ticket sales figures, may not accurately reflect actual viewership.
Therefore, while The King of Kings has achieved impressive sales numbers, it’s essential to consider the context of its ticketing approach when evaluating its box office success.
How the Pay It Forward program works via Angel Studios.
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