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‘First Man’ American flag controversy isn’t hurting box office: Survey



First man Daniel McFaddenDaniel

  • “First Man,” the Neil Armstrong biopic starring Ryan Gosling,
    has disappointed at the US box office in its first two weeks.
  • But a new survey suggests the poor performance can’t be
    blamed by the American flag controversy that hung around the
    movie in the lead-up to its opening.
  • Conservative politicians and pundits like Marco Rubio
    criticized the movie before it was released for not including a
    scene of the American flag being planted on the moon (despite the
    flag itself being shown in multiple instances).
  • While audiences didn’t seem to care much, a variety of
    respondents to a recent survey said they didn’t understand why
    the film didn’t just include the scene.

Ryan Gosling’s “First Man” can’t blame the American flag
controversy for its poor box-office performance, according to new
research conducted for Business Insider by on-demand insights platform AlphaHQ.

Gosling plays astronaut Neil Armstrong in the biopic, which is
director Damien Chazelle’s first since winning an Oscar for “La
La Land.” The film opened to rave reviews from critics and was,

according to Variety
, eyeing a $20-plus million opening

But the movie debuted at the low end of its predicted range,
banking $16.5 million its opening weekend. Then this week it
dropped 46%, slipping down past “Goosebumps 2” to fifth place.
“First Man” has made $28 million so far at the domestic box

As “First Man” struggles, the industry has been looking around
for the reason why. With star power and good reviews, why is this
presumed Oscar darling slumping?

One explanation put forward was the controversy that has stuck to
the movie since late August, when
Gosling mentioned in an interview
that there wasn’t scene in
the movie of Armstrong planting the American flag on the moon. In
the interview, Gosling emphasized that getting a man on the moon
was a human achievement, not just an American one, and said he
didn’t “think that Neil viewed himself as an American hero.”

Those comments didn’t sit well with many conservatives. A tweet
by Marco Rubio, which declared Gosling’s position “total lunacy,”
stoked the ire of many online.

The “First Man” team pushed back against the idea that the movie
wasn’t patriotic and mentioned that there were in fact multiple
shots of the flag on the moon (though not one of the actual

“One of the things that upset me the most about the flag
conversation is this is very much a celebration of blue-collar
work, or patriotic sacrifice, which is what Neil embodied,”

screenwriter Josh Singer told Business Insider

Singer said people like Rubio would understand if they just saw
the movie. But now that “First Man” has opened, and fewer people
are seeing it than Hollywood expected, the question has been
reopened: Did people stay away from the cinema because they were
ticked off about the American flag?

The short answer, according to a survey
for Business Insider by AlphaHQ
, is “no.”

First off, out of 295 people surveyed who had been to the movie
theater in the last 30 days, only 25% had heard about the
controversy. And of those who knew about the movie and the
controversy, only 17% said they were staying away because of the
flag-planting debate. That means, at worst, a tiny percentage of
the box office could have been impacted.

Of respondents to the survey who did see “First Man,” 70% were
either extremely or moderately satisfied, while only 7% were not
all all satisfied — though one respondent who rated the movie
poorly cited a lack of reference to “American exceptionalism.”

But most liked the movie.

“It had a great story, amazing cinematography,” one person said.
“I enjoy Ryan Gosling in almost anything. Plus Damien Chazelle is
an amazing director. Also I’ve always loved space films. It was
interesting to see the back story of Neil Armstrong’s trip to the
moon and it was very well done. I thought it was an accurate
depiction of Neil Armstrong’s life, as well as insightful. Truly
authentic movie about the Apollo 11 space mission.”

Though the lack of a flag-planting scene didn’t dampen most
people’s enjoyment of the movie, many, even those with a positive
reaction, seemed to not understand why it wasn’t included.

“It should have been included, it was a important part of the
whole moon landing,” one person said.

“I think that it was an important part of the Apollo missions and
as I recall it is actually in the real footage so it seems like
it might have been left out to make it more marketable in other
countries,” another theorized.

Taken as a whole, the survey suggests that while many people
don’t quite buy the reasoning behind keeping the scene out, it
didn’t ruin their enjoyment of the movie — and they aren’t
boycotting the movie because of it.

Since the release, Universal has said it expects the movie to
have legs in its theatrical run. If it doesn’t, the industry will
have to look toward something other than the American flag
controversy to blame.

“As we’ve seen in this release corridor, quality films like
‘First Man’ — Certified Fresh at 88% on Rotten Tomatoes — have
strong playability and will have tremendous legs at the box
office,” Universal’s distribution president Jim Orr
told Variety after the movie’s opening weekend in theaters
“This weekend’s results are a just a starting point. Quality
adult dramas released in this time period produce very healthy
multiples. This is very much a marathon, not a sprint.”

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