‘Color Purple’ Struggles at Box Office After Big Christmas Opening

“The Color Purple,” a new musical take on Alice Walker’s landmark novel, seemed to arrive as an instant hit.

Awash in critical exultation, the movie rolled into theaters on Christmas Day and sold more than $18 million in tickets, a near record for the holiday. Audiences gave it an A grade in CinemaScore exit polls. Oprah Winfrey, who produced the film with Steven Spielberg, celebrated on Instagram. “I’m overwhelmed with gratitude,” she wrote, adding, “For y’all to buy tickets, dress up in purple, and show up in droves is filling me up.”

But the sizzle has turned to a sputter.

“The Color Purple,” which cost Warner Bros. at least $90 million to make and another $40 million to market, collected an estimated $4.8 million from 3,218 theaters in the United States and Canada over the weekend, according to Comscore, which compiles box office data. It was enough only for seventh place, behind George Clooney’s “The Boys in the Boat” — a period drama that also arrived on Christmas Day — even though “The Boys in the Boat” had only 2,687 theaters.

What happened?

In Hollywood parlance, the movie has not broadened beyond a “specialty audience.” To put it more candidly, “The Color Purple,” enthusiastically received by Black moviegoers, needs more white, Hispanic and Asian ticket buyers to give it a chance. The film’s opening-weekend audience was 65 percent Black, 19 percent white, 8 percent Hispanic and about 5 percent Asian, according to PostTrak, a service that provides studios with demographic information on ticket buyers.

Warner Bros. has not given up.

“I think the jury is going to be out for several weeks, as people talk to their friends about what movies they have seen and enjoyed — what has moved them and uplifted them — and the film continues to be honored by awards groups,” said Jeff Goldstein, Warner’s president of domestic distribution.