In what appears to be a surprising turn of events, the film adaptation of Judy Blume’s popular 1970s novel, “Are You There God? It’s Me, Margaret,” is struggling at the box office, despite receiving an outstanding 99 percent rating from critics on Rotten Tomatoes.
The film, which chronicles the journey of a young girl grappling with the ups and downs of adolescence, new friendships, and the onset of womanhood, has only garnered a modest $16 million in its first three weeks.
Additionally, the film’s theatrical presence dropped significantly over the weekend with a reduction of more than 900 screens.
In a desperate bid to resuscitate interest, Lionsgate, the film’s distributor, is employing a last-ditch promotional tactic featuring Dylan Mulvaney, a transgender influencer who had previously interviewed President Joe Biden.
The promotional campaign involved a TikTok interview between Mulvaney and Blume, released just prior to Mother’s Day.
However, the timing of this promotional attempt is questionable. With the film quickly losing momentum in theaters, the likelihood of this campaign reigniting substantial interest is slim.
Lionsgate may instead be banking on a successful video-on-demand (VOD) release.
Complicating matters further is the controversy surrounding Mulvaney’s recent sponsorship deal with Bud Light.
The partnership resulted in a significant sales decline for the beer brand, with parent company Anheuser-Busch reportedly losing $5 billion in market share.
In response, the company plans to invest heavily in advertisements to counteract the sales slump, downplaying the extent of the Bud Light-Mulvaney partnership.
This move has stirred up resentment within the LGBTQ+ community, with many perceiving it as Bud Light retreating from its support of Mulvaney.
The decision by Lionsgate to proceed with the Mother’s Day-themed deal involving Mulvaney, given the recent Bud Light fallout, raises eyebrows, especially considering the starkly different audiences for beer and a coming-of-age film.
This is not the first association between Mulvaney and “Margaret.” Mulvaney was present at the film’s premiere on April 15, even taking selfies with Blume on the red carpet.
The nature of Mulvaney’s presence at the premiere, whether as part of the press or an invited guest, remains unclear.
Moreover, prior to the film’s release, Blume found herself in the midst of controversy with the trans community after expressing her support for J.K. Rowling, who has been criticized for her views on trans issues.
However, less than a day later, Blume reversed her stance, vocally advocating for trans rights.
