ELVIS ROCKING ELIXIR : UNIVERSAL'S PRECIS HONOURS

 

Baz Luhrmann made Elvis, a kaleidoscopic version of the 20th century icon. Austin Butler stars in Elvis, which chronicles the artist's meteoric rise through the eyes of his morally ambiguous manager, Colonel Tom Marker [played by Tom Hanks].

Audiences dug the Warner Bros film, giving it an A-CinemaScore.

Warner Bros President of National Contribution Jeff Goldstein says he's ''absolutely thrilled'' with the weekend's opening numbers. ''There's something about the movie that really resonates,'' Goldstein said.  ''Word of mouth is really great.''

At the International box office, Elvis opened with $20 million from 51 markets for a worldwide start of $50.5 million. David A Gross, who runs film consultancy Franchise Entertainment Research, called Elvis a ''risky proposition'' which seems to be paying off.

The music is dated, the character isn't directly familiar, and the lead actor hasn't proven himself on the big screen. But critics and audiences are responding,'' Gross said. ''Luhrmann, a show of music, dance and sex appeal - it's a success.''

''It's more than encouraging,'' said Jim Orr, president of Universal's domestic distribution.

''It's a good sign that people really want to be back in theaters.'' Moreover, these ticket sales would not be far from the pre-Covid projections.

Those strong box office returns come as audiences reportedly began to feel safer than ever going to their local cinema. According to a study by the National Research Group, 88% of moviegoers are ''very or somewhat comfortable'' going to the cinema, which is a new all-time high.

About a year ago, that percentage was closer to 59%.

The World Students Society thanks News Desk, The Express Tribune.