Bob Marley: One Love Biopic Sets Box Office Record on Valentine’s Day
Valentine’s Day proved to be a remarkable day for Paramount as their biopic about the legendary Jamaican musician, Bob Marley, titled “One Love,” set a new midweek record for the holiday. The film grossed an impressive $14 million, surpassing the previous record of $11.5 million set by “The Vow” in 2012. However, this was just the beginning of the film’s success, as it went on to become a box office sensation, appealing to audiences of all ages and demographics.
The success of “One Love” is part of a larger trend in Hollywood, where music biopics are gaining popularity and providing studios with valuable intellectual property. With tried and true genres like superhero movies losing their appeal, iconic music artists are stepping in to fill the void. It seems that barely a week goes by without a major studio announcing a new music biopic project. Just this week, it was revealed that Sony and Sam Mendes are embarking on an ambitious magical mystery tour that will feature each of the four Beatles in their own feature film, set to be released in theaters in 2027.
Heading into the Valentine’s Day and Presidents Day corridor, “One Love” was projected to have a respectable six-day launch of $30 million. However, it exceeded expectations by grossing $51.5 million and earning an A Cinemascore from audiences, despite receiving mixed reviews from critics. This places the Marley biopic on par with “Bohemian Rhapsody” as the second-biggest launch for a music biopic, just behind “Straight Outta Compton.”
The secret to the box office success of “One Love” lies in its ability to appeal to a wide range of demographics. The film started off attracting an older audience, with the largest segment of ticket buyers falling between the ages of 35 and 44 on Valentine’s Day. However, as the days went on, more teenagers and younger adults started showing up, even with a new superhero film, “Madame Web,” also in theaters. Ultimately, the largest segment of the opening week audience consisted of moviegoers between the ages of 18 and 24, who are the most frequent moviegoers.
The film’s success can also be attributed to its ability to draw an ethnically diverse crowd. Initially, the majority of ticket buyers were Black moviegoers, followed by Latino, Caucasian, and Asian/Other moviegoers. However, as the days went on, the makeup of the audience changed, with Caucasian moviegoers making up the largest percentage of ticket buyers by the end of the six-day opening.
The Marley family played a significant role in the making of the film, with Bob Marley’s son, Ziggy, serving as a producer. Paramount’s marketing campaign for “One Love” was also unique and effective. They strategically induced crowds at sporting events and subway stations to break out in song, creating viral videos of these uplifting moments. This helped generate buzz and excitement for the film, with singalongs happening spontaneously around the world, thanks to platforms like TikTok.
Paramount’s president of marketing and distribution, Marc Weinstock, believes that the enduring impact of Bob Marley’s music is a key factor in the film’s success. He states, “As an artist, Bob Marley has had such a massive impact across generations, and there’s a reason why his music is still being played today. And when you’re able to rally around the music, the message, and the person, there is always a chance to break out.”
The popularity of music biopics in theaters can be attributed to the immersive sound experience that modern movie theaters offer. According to Comscore’s chief box office analyst, Paul Dergarabedian, this is one of the draws for audiences to watch these films on the big screen.
The success of “One Love” and other music biopics has sparked a gold rush in Hollywood, with studios eager to capitalize on the trend. Paramount recently acquired the North American rights to “Better Man,” a biopic about singer-songwriter Robbie Williams, for a reported $25 million. Other studios are also working on biopics about artists like the Bee Gees, Michael Jackson, and Amy Winehouse.
Authenticity played a crucial role in telling Bob Marley’s story in “One Love.” The Marley family worked closely with Paramount and director Reinaldo Marcus Green to ensure that the film did justice to Bob’s legacy. Kingsley Ben-Adir, who portrays Bob Marley in the film, received applause from the crowd during the world premiere in Kingston, Jamaica. Although he isn’t Jamaican, his Patois accent was perfect, adding to the authenticity of his performance.
In conclusion, the success of “One Love” at the box office is a testament
