Christopher Nolan's new film, ‘The Odyssey,’ has achieved a worldwide opening of $264 million, appearing to shrug off recent online criticism and boycott attempts. The film's financial success suggests that the efforts to derail it did not align with the broader moviegoing audience, according to industry analysts.
Jeff Bock, a senior media analyst at Exhibitor Relations, stated that the opening results are "further proof that online discourse rarely reflects the broader moviegoing audience." He added that the attempt to boycott the film seemingly failed.
This incident follows a pattern of cultural and political figures and brands facing calls for boycotts, with varying degrees of success. In 2021, hundreds of Netflix employees protested Dave Chappelle’s comedy special “The Closer,” citing transphobic content and calling for its removal. However, Netflix CEO Ted Sarandos maintained his business relationship with Chappelle.
More recently, J.K. Rowling faced backlash from the trans community and LGBTQ+ advocacy groups over her public statements. Boycott calls emerged when HBO announced a “Harry Potter” series, with a coalition urging HBO to cancel the show. Despite public distancing from some actors like Daniel Radcliffe and Emma Watson, HBO proceeded with the series, which is anticipated to be a major production.
GLAAD has expressed concern over what it described as an "anti-‘Odyssey’ blitz," differentiating between efforts to correct disinformation about LGBTQ+ people and activism targeting films with LGBTQ+ characters or people of color. A GLAAD spokesperson emphasized that the industry should heed the desires of viewers for more inclusive stories.
The NFL has also navigated controversies, including Colin Kaepernick’s decision to kneel during the national anthem, which angered some conservatives, and criticism from the left regarding player concussions. Despite these challenges, the league has largely maintained its viewership. Similarly, Nike faced boycott calls for its ad campaign featuring Kaepernick but saw its stock price reach an all-time high afterward. In contrast, Anheuser-Busch experienced a significant stock price drop following a boycott by conservatives angered by a campaign featuring transgender influencer Dylan Mulvaney.
Other instances of boycott attempts include calls in 2014 to boycott the Polo Lounge due to the Sultan of Brunei's ownership stake and the implementation of Sharia law. While some celebrities shunned the restaurant, the campaign lost momentum.
Debate continues within studios regarding the impact of online sentiment on films like “Snow White” and “Supergirl.” Some analysts, like Bock, believe certain projects were destined for poor performance regardless of external factors.
Director Joseph Kahn commented on the situation, suggesting that arguments labeling ‘The Odyssey’ as "not woke" were a form of "cope," asserting that the film embraced progressive themes. He noted that while some films have succumbed to backlash, others, like ‘The Odyssey,’ have overcome it, suggesting a dynamic in the ongoing culture wars where both sides experience wins and losses.