The Jedi mind trick
Difficult to see. Always in motion is the future.
—Yoda, The Empire Strikes Back
At some point over the next few hours, perhaps as you’re reading this post, The Force Awakens is projected to surge past Avatar to become the highest-grossing movie in the history of the North American box office. We usually don’t adjust such figures for inflation, of course, probably because there wouldn’t be as many records broken each year if we did, and it’s all but certain that the original Star Wars will remain tops in the franchise in terms of tickets sold. Yet it’s impossible to discount this achievement. If the latest installment continues on its present trajectory, it has a good chance of cracking the adjusted top ten of all time—it would need to gross somewhere north of $948 million domestic to exceed Snow White and the Seven Dwarfs and earn a spot on that rarefied list, and this is starting to feel like a genuine possibility. Given the changes in the entertainment landscape over the last century, this is beyond flabbergasting. But even this doesn’t get at the real, singular nature of what we’re witnessing today. The most unexpected thing about the success of The Force Awakens is how expected it was. And at a time when Hollywood is moving increasingly toward a tentpole model in which a handful of blockbusters finance all the rest, it represents both a historic high point for the industry and an accomplishment that we’re unlikely to ever see again.
When you look at the lineal timeline of the most successful films at the domestic box office, you have to go back seventy-five years to find a title that even the shrewdest industry insider could have reasonably foreseen. This list, unadjusted for inflation, consists of Gone With the Wind, The Sound of Music, The Godfather, Jaws, Star Wars, E.T., Titanic, and Avatar. Gone With the Wind, which claimed the title that The Birth of a Nation had won a quarter of a century earlier, is the one exception: there’s no doubt that David O. Selznick hoped that it could be the biggest film of its era, even before the first match had been struck for the burning of Atlanta. Every other movie here is a headscratcher. No studio insider at the time would have been willing to bet that The Sound of Music—which Pauline Kael later called The Sound of Money—would outgross not just Doctor Zhivago and Thunderball that year, but every other movie ever made. The Godfather and Jaws were both based on bestselling novels, but that’s hardly a guarantee of success, and both were troubled productions with untested directors at the helm. Star Wars itself hardly needs to be discussed here. Columbia famously passed on E.T., and Titanic was widely regarded before its release as a looming disaster. And even Avatar, which everyone thought would be huge, exceeded all expectations: when you take regression to the mean into account, the idea that James Cameron could break his own record is so implausible that I have a hard time believing it even now.
Which is just another way of saying that these movies were all outliers: unique, idiosyncratic projects, not part of any existing franchise, that audiences discovered gradually, often to the bewilderment of the studios themselves. The Force Awakens was different. It had barely been announced before pundits were speculating that it could set the domestic record, and although Disney spent much of buildup to its opening weekend downplaying such forecasts—with the implication that rival studios were inflating projections to make its final performance seem disappointing—it’s hard to believe that the possibility hadn’t crossed everybody’s mind. Most movie fans will remember that William Goldman said “Nobody knows anything” in Adventures in the Screen Trade, but it’s worth quoting the relevant paragraph in full. After noting that everyone in town except for Paramount turned down Raiders of the Lost Ark, he continues:
Why did Paramount say yes? Because nobody knows anything. And why did all the other studios say no? Because nobody knows anything. And why did Universal, the mightiest studio of all, pass on Star Wars, a decision that may just cost them, when all the sequels and spinoffs and toy money and book money and video-game money are totaled, over a billion dollars? Because nobody, nobody—not now, not ever—knows the least goddam thing about what is or isn’t going to work at the box office.
If Hollywood has learned anything since, it’s that you don’t pass on Star Wars. Whatever you might think of its merits as a movie, The Force Awakens marks the one and only time that somebody knew something. And it’s probably the last time, too. It may turn into the reassuring bedtime story that studio executives use to lull themselves to sleep, and Disney may plan on releasing a new installment on an annual basis forever, but the triumphant rebirth of the franchise after ten years of dormancy—or three decades, depending on how you feel about the prequels—is the kind of epochal moment that the industry is doing its best to see never happens again. We aren’t going to have another chance to miss Star Wars because it isn’t going to go away, and the excitement that arose around its return can’t be repeated. The Force Awakens is both the ultimate vindication of the blockbuster model and a high-water mark that will make everything that follows seem like diminishing returns. (More insidiously, it may be the Jedi mind trick that convinces the studios that they know more than they do, which can only lead to heartbreak.) Records are made to be broken, and at some point in my lifetime, another movie will take the crown, if only because inflation will proceed to a point where the mathematics become inevitable. But it won’t be a Star Wars sequel. And it won’t be a movie that anyone, not even a Jedi, can see coming.