This Easter weekend, as families flock to cinemas nationwide to escape the rain for a few hours, Warner Bros Pictures will be meticulously tracking ticket sales for its worldwide sensation: A Minecraft Movie.
Released to audiences on April 4, this whimsical and unconventional film has already shattered the $500 million (€439.5m) global box office barrier, raking in $291.3 million in the US and $273.3 million internationally (and still counting).
The live-action animated feature has soared into profitability, having had a reported production budget of $150 million before prints and marketing.
In stark contrast, the beleaguered Snow White has managed only $183 million in box office receipts, slipping from the US box office top five less than a month post-release.
Now the highest-grossing film of the year, surpassing Disney and Marvel’s Captain America, the burning question in the industry is whether Minecraft will manage to achieve the elusive $1 billion box office milestone.
Here are five foundational elements that contributed to the success of this cinematic phenomenon.
Block one: the successful IP
The film is based on a wildly popular video game—the IP (intellectual property)—which was the driving force behind this venture.
So, what is Minecraft? Essentially, it’s a video game where players build structures, explore, and create worlds while collaborating online with friends.
Launched in 2009 by Swedish game designer Markus Persson (aka Notch), and initially branded as ‘Cave Game’, Minecraft 1.0 made its public debut in 2011.
Years later, its popularity is still going strong.
A Minecraft Movie billboard campaign at Hollywood & Highland in California
With over 300 million copies sold and more than 100 million monthly active users, the game’s appeal is undeniable.
Adapting a beloved video game into a film is not a new endeavor, points out Damien Byrne, a lecturer in animation at IADT (Institute Of Art Design & Technology).
“While video game adaptations have been attempted before, they haven’t always succeeded, making it a risky venture,” he says.
Previous hits like Super Mario Bros, Sonic the Hedgehog 3, and Pokémon Detective Pikachu have set a precedent, but the real challenge lies in crafting a film that resonates with fans.
The A Minecraft Movie plot centers around four misfits transported through a portal into a cubic universe.
They embark on a quest to return home with the help of an ‘expert crafter’ named Steve.
It’s a fresh storyline, yet the beloved building blocks are still front and center.
With this global hit, Mr. Byrne anticipates seeing more video games making the leap to film.
“Every Hollywood executive will be eager to acquire a game IP right now,” he adds, “but the key challenge will be knowing how to utilize it effectively!”
Director Jared Hess wanted the characters to remain familiar to audiences.
Block 2: focus on the fans
Film critics can be quite harsh on mainstream commercial movies that are loud and chaotic.
In the case of A Minecraft Movie, The Guardian awarded it a meager one star, while The Hollywood Reporter labeled it “mind-numbing.”
However, the New York Times took a more hopeful stance, predicting that “the silliness will resonate with kids who love the game.”
RTÉ Entertainment also expressed optimism, calling it “a laugh-a-minute riot.”
Despite the critics’ mixed reviews, it’s clear that audiences have embraced the film with open arms.
Film critic Brian Lloyd shared with RTÉ News, “I enjoyed it for what it was,” noting that “for kids and teenagers who have loved it for so long, finally seeing it on the big screen must be thrilling.”
A research group, PostTrak, indicated that the 18-24 age group represented 64% of the audience during the opening weekend in the US.
According to Mr. Lloyd, the film’s appeal can be traced to its themes of youthful expression and freedom, qualities that are challenging to portray on screen.
He also pointed out that prominent cast members such as Jack Black and Jason Momoa are instantly recognizable to both online and offline audiences.
Jason Momoa being interviewed at the film’s premiere in London
Block 3: stick to the original concept
Transforming a beloved book or video game into a film presents a unique set of challenges; however, pleasing the true fans can significantly bolster a movie’s success.
Mr. Byrne emphasizes that “Minecraft has a massive fandom,” and this adaptation works well since “believers are witnessing what they adore right there on the big screen.”
He added that director Jared Hess “isn’t striving for hyper-realism; instead, the focus is on the recognizable block shapes,” confirming that elements like the creepers still appear familiar to viewers.
He remarked, “It’s a delicate balance between remaining true to the original game while delivering a film-worthy aesthetic.”
Discussing the fans, he asserts, “While we may label this as a Hollywood movie, it’s truly something else; it belongs to them.”
Block 4: block party
Apart from its theatrical release, the film has gained a formidable meme status, enhancing its box office allure.
Jack Black’s character Steve delivers standout lines that have taken social media by storm.
Catchphrases like “I… am Steve,” “Flint and Steel,” and especially “Chicken Jockey” have rapidly spread online.
For those yet to experience the excitement in a packed cinema when Jack Black exclaims ‘Chicken Jockey’, this refers to instances in the game where a baby zombie rides a hapless chicken.
“Chicken Jockey has made its way into common vernacular in a way that few anticipated,” Warner Brothers executives state.
During screenings, fans have enthusiastically seized the cue to react, with some creating ruckus by tossing snacks and shouting the line at full volume.
Cinema managers have stepped in, posting notices warning patrons that they risk eviction if they become overly rowdy.
Fortunately, recent reports suggest that audiences have settled down, much to the relief of theatre staff.
Block 5: box office hero
Can children shouting “Chicken Jockey” rejuvenate an industry? The film’s impact on cinemas has been nothing short of a phenomenon.
Last week, The Guardian published an article titled: ‘Minecraft mania, how millions of raucous kids saved the box office.’
The film’s financial success has provided a much-needed boost to an industry that faced challenges in a post-Covid landscape.
This surprise hit has landed in the hands of everyone from film production companies to distributors and cinema owners.
When questioned about the astonishing global ticket sales, Mr. Lloyd remarked that “the timing of its release is crucial—there’s a clear path leading to the summer blockbuster season,” noting, “the holiday weekends combined with families seeking indoor entertainment explain why audiences are still responding positively.”
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As it stands, the only video game film left for it to surpass in box office sales is Nintendo and Illumination’s The Super Mario Bros. Movie, which concluded its run with over $1.3 billion globally.
But will A Minecraft Movie reach the $1 billion box office milestone even faster and achieve even greater ticket sales?
The accountants will find out first, but for the rest of us, does it truly matter?
What matters is people gathering at the movies to share an enjoyable, carefree experience while joyfully shouting “Chicken Jockey” together—it could be the real treasure trove.
