"If you ask anyone across the country or around the world to name a director, hes at the top of the list, said Paul Dergarabedian, senior media analyst at comScore. The Spielberg brand is that strong.
But tastes shift and the failure of The BFG this weekend hints that Spielberg may be a different kind of filmmaker, one whos no longer attuned to the zeitgeist. The $140 million childrens fantasy echoes E.T. in its construction theres a lonely child, a visitor from another world and an underlying current of gentle uplift. Its easy to see why Walden Media and Disney would think they had a hit on their hands. Not only were they getting Spielberg returning to the family film genre, but The BFG was based on a beloved childrens book by Roald Dahl and boasted a script by E.T.s Melissa Mathison.
Unfortunately for the studios and backers now staring at a write down, Spielberg isnt the draw he once was. The BFG, which opened to an anemic $19.6 million, is shaping up to be one of the biggest flops of Spielbergs career, rivaling 1941, his bloated World War II comedy.
At DreamWorks, his production company, Spielbergs selection of films was erratic. For every Lincoln, there was a costly dud such as Need for Speed or The Fifth Estate. His biggest success was producing Jurassic World, a return to Isla Nublar that Universal backed and Colin Trevorrow directed.
All the while, the ground was shifting beneath Spielbergs feet. Comic-book movies are the rage now, not science-fiction spectacles or B-movie throwbacks of the kind that made his name. And when it comes to childrens movies, Pixar is the new gold standard the companys Finding Dory overshadowed The BFG this weekend, racking up $41.9 million in its third week of release. The box office is dominated by fewer, bigger movies, leaving little left over for the rest. In the past, Spielberg hedged against his own appeal, partnering with stars like Tom Cruise and Tom Hanks, but in modern Hollywood, those actors appeal is wobbly. Its superheroes who sell tickets, not the men and women behind the mask.
Even the era of the big director has faded. With the possible exceptions of Christopher Nolan or James Cameron, there are very few filmmakers whose presence behind the camera is enough to send fanboys flocking. In a sign of the generational schism when it comes to Spielbergs appeal, 15% of audiences over 25 cited the director as the reason for buying tickets to The BFG compared to 8% of those under 25, according to a survey by comScore.
From John Ford to Billy Wilder to Alfred Hitchcock, at some point every great filmmaker finds themselves at odds with the times. Spielberg will try to prove that The BFG is just a momentary blip on his resume, not a sign that hes become an anachronism, when Ready Player One hits theaters in 2018. The adaptation of the best-selling novel unfolds in a virtual reality universe, and is a clear play for younger audiences more interested in gaming than friendly giants.
If it works, Spielberg will be back on top and freshly relevant to a younger generation. If it doesnt, it could signal that the unthinkable has happened. Spielberg, the most commercially successful director of all time, is out of touch.
