UPDATED: ‘The Fault in Our Stars’ Has a Stellar Opening Weekend

/ Jun 6, 2014

TheFaultinOurStars

The power of YouTube? Or just the power of teenaged girls.

“The Fault in Our Stars,” a feature-film adaptation of the author and YouTuber’s best-selling novel, earned an incredible $48.2 million over its opening weekend in the US, including an $8.2 million haul from late-night screenings last Thursday.

Following the stellar start, the film, which was produced by 20th Century Fox, was projected to rake in $25-$35 million over its first three days — a figure it flew past, beating the other big opener this weekend, the $178-million blockbuster “Edge of Tomorrow,” starring Tom Cruise.

The film’s late-night Thursday numbers were certainly supported by “The Night Before Our Stars,” a one-night event during which fans were able to watch the movie and be party to a Q&A with Green, the film’s director Joshua Boone, producer Wyck Godfrey, and stars Shailene Woodley, Ansel Elgort, and Nat Wolff. Tickets for the event went for $25, with the simulcast screening in 650 theaters.

There is going to be chatter about how the film’s out-of-the-gate success is a testament to the power of the YouTube community — and they would be right.

Though I’d say it’s even more indicative of how valuable social platforms — not just YouTube — can be in building communities, especially among the young-adult crowd that Green’s novel and the film adaptation are targeted to.

Credit should also go to the film’s marketing campaign, which employed a strategy that is not uncommon among those who have succeeded on the world’s biggest video site. Events such as “The Night Before Our Stars,” or a special concert event to celebrate the novel and the film hosted by YouTube Space LA, brought Green as well as the film’s creative talent together with fans in unique live settings.

It’s a level of engagement you don’t normally see in Hollywood, but considering who wrote the book that the film was based on, and who the audience was for the adaptation, it’s not surprising that 20th Century Fox went with this strategy.

This article has been updated since Friday, June 6, to reflect the weekend’s box-office numbers.

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