Despite the fact that all you haters didn’t bother to go see it, Never Back Down has still managed to take in over 21 million bucks in the past three weeks. That covers it’s production costs of 20 million bucks, making it a success. The blog title is a little bit misleading though … it’s unclear if the 20 million takes into account the money spent marketing the movie. Since I don’t have cable or a life, I have no idea of there were tons of commercials on TV or posters plastered around town. The only thing I had to go on was the movie’s presence at the IFL and Strikeforce shows … and those blinking orange banners on every freaking MMA website. That probably cost them a decent amount of money.
The funny thing is, it was kinda a waste for them to blow all that money reaching out to MMA fans. The universal opinion of pretty much everyone except us was that the movie was a steaming pile of shit that made MMA look no different than streetfighting. I’ve never actually seen a revolt firsthand on the scale I did from MMA fans when this film was out … MMA fans just couldn’t stop talking about how much they hated the idea of it.
The big question is if these same people actually ended up going out to see it – which if you’re going to talk shit about it, you really should watch it first right? Isn’t that what we tell all those assface reporters who diss human cockfighting?
When we were filming Georges St Pierre and Denis Kang for Fighters Only, they said they had gone and watched it. So I guess there’s a possibility that for all the vitriol spewed over this film, the marketing push to the MMA crowd actually did work. Just not for the reasons the studio thought it would.