Dwayne Johnson defends Black Adam’s early VOD release strategy

Dwayne “The Rock” Johnson Defends Warner Bros. Strategic Decision Pictures to release Black Adam on Video On Demand and digital release early. In a new vlog post, The Rock checked in with fans to thank them for making Black Adam the No. 1 movie on iTunes. Johnson goes on to explain that the decision was strategic, to take advantage of the extra exposure during the holiday season (Thanksgiving, Hanukkah, Christmas), rather than waiting after that. That said, Rock is also quick to remind fans that Black Adam is still playing in theaters too, just in case they want to check it out there.

In the longer version of his explanation for Black Adam‘s early digital release, Dwayne “The Rock” Johnson says the following:

“A quick check in: I’m popping in to say thank you. Great news to report on the Black Adam front. The Black Adam train keeps rolling. You’ve made Black Adam No. 1, again, now on digital Black Adam is the number 1 movie on iTunes we released Black Adam yesterday we thought it was a strategic release to release on all digital platforms as we are still in theaters as we head into the Thanksgiving holiday , and of course the Christmas holiday, Hannukkah holiday, so you guys can enjoy Black Adam in theaters and definitely enjoy The Man In Black at home So thank you for making Black Adam #1 again, on iTunes, with a bullet by the way. So thank you guys; the power hierarchy in the DC Universe has changed – as you’ve heard me say.”

While that’s true Black Adam has had a strong debut on digital platforms, even The Rock has to admit that the film’s box office reception wasn’t as strong as hoped. From Johnson’s video posting, Black Adam has grossed just $368 million worldwide ($158 million domestically, $209 million internationally), with a reported budget of over $200 million, including marketing and promotion:

“At the box office here, domestically, doing really good, really strong numbers – internationally we have a lot of room for growth. And of course you want the international box office numbers to be higher, to be stronger – of course you want to do! Because you’re never satisfied are.’

Black AdamJohnson’s lukewarm box office run wasn’t the best look for Johnson as the star of a superhero franchise – or the larger DCU movie franchise, which lags miles behind Marvel Studios. Heading into opening weekend, there was talk of Johnson and his Seven Bucks producing partners helping DC bring about the greatness of the movie universe; now all eyes are on James Gunn and Peter Safran’s new DC Studios venture to provide a fresh start. Johnson is quick to pay tribute to Gunn and Safran (without naming them) in the video so we can check that box.

In the rest of the video, The Rock highlights some big positives, such as establishing the Black Adam character and the JSA team as part of the DC Universe. He’s also leaning heavily on his own performance to bring Henry Cavill’s Superman back into the franchise, in case fans forget: we owe him one. He also ends up teasing the future of Black Adam, The JSA, and the upcoming DC Universe.

Black Adam is now available in theaters and digitally.

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