An ‘Elf’ Christmas Carol: 30,000 Hats, Maple Syrup Spaghetti and the Alamo Drafthouse Watch Sleigh Rides at the Box Office

The Alamo Drafthouse movie chain is set to collect $350,000 in ticket sales from Jon Favreau’s holiday favorite Will Ferrell in November and December. Eleven. The 2003 comedy about a human baby who grows up in Santa’s workshop at the North Pole, returns to New York and saves Christmas, is the chain’s best-selling repertoire of all time, grossing more than $1.5 million, while fans flock to the movie parties. complete with costumed hosts, props, wrapping paper and spaghetti and maple syrup eating contests – Buddy the Elf’s favorite food. The chain ordered 30,000 elf hats this year.

“It’s rarely the first time someone sees the film. It has become an institution for people. A tradition,” said John Smith, head programmer at Alamo Drafthouse.

Repertory fare has been crucial for theaters weathering Covid and a difficult recovery. The story of stubborn, oversized, mediocre toymaker Buddy, who goes in search of his real father, is the gift that keeps on giving. “Eleven is by far the leader. We have been doing this for years. Our only question is how early we can play it. Every year it’s a little earlier,” Smith said. That fall, it debuted at the Texas-based chain’s Corpus Christie Theater on Nov. 4 to play at all 38 locations. This year, Alamo Yonkers is the winner Eleven larger at $21.7,000 alone, and the chain has eight of the top ten theaters nationally Eleven.

Shows fill within days of being posted on the site, a month or more in advance, and no advertising. “We’ve joked about it every year, but we might have a few shows to sell next year. I like [live] Theater tickets.”

The Alamo first brought the film back as a 2007 Christmas special, four years after its initial release. It became a staple in 2013. The chain worked Eleven as it can be in the Covid-stricken 2020, but without the parties that waited. Last year there were only a few. So 2022 is a reunion. Sales from 335 shows represent approximately 130% of 2019. “It was a good year,” Smith said. “These are people who want to go back to something familiar. And people who want to come back to see films in the cinema.”

According to Bloomberg, about 150 Christmas movies will show on TV and streaming platforms from November to December. ‘You can bank a lot of people. But they’re looking for the collective atmosphere with a Santa hat and an elf hat,” Smith said. “If we had more locations, we would have added shows. We have reached capacity.” The film turns 20 next year^e birthday, “will be even greater.”

Jeff Goldstein, president of domestic sales at Warner Bros., called Eleven — which grossed nearly $173 million domestically — “one of those evergreen properties that’s still doing very strong business.” He expects around 3,700 bookings by the end of the year, “not bad for a film that is already 19 years old.”

The film appeals to all ages, young and old. Smith calls it “stringy and very watchable whether you’re a Christmas person or not.” It’s a fun performance by Will Ferrell.”

“My father didn’t become a master until he was 490!” Buddy fosters a depressive burnout by working in a publishing company’s mail room.

The Alamo, which tends to attract a sought-after younger crowd, is considered by retailers to be one of the most efficient and innovative, with bars, restaurants and themed theaters ranging from kung fu to printing presses to aviation. Targeting cinemas is crucial as exhibitions compete for viewers. Alamo plays a mix of wide releases, art house films and repertoire.

The latter, from holiday, horror, classic and syndicated series, is becoming increasingly important to programmers as the slowdown from Covid production bottlenecks means far fewer film releases than in the pre-pandemic years. The audience accustomed to streaming has also become more selective. According to Smith, repertoire averages about 6% of Alamo’s annual sales, with wide fluctuations. During a break in August/September, it reached 15% of total sales. And the weekend before that it was a “crazy high” of 26% – with Eleven only more than 10% – up to avatar: The path of the water.

Chains from Cinemark to the nation’s largest AMC Entertainment all play Eleven. AMC topped the list, promoting its $5 Holiday Fan Favorites, which will run twice daily Dec. 2-14 in at least 300 locations. It followed National Lampoons Christmas holiday, Dear Man Holiday How the Grinch Stole Christmas and The North Pole on purpose.

However, Alamo has the largest Eleven Market share this year around 17.4%.

Goldstein said The North Pole on purpose, Christmas holiday and gremlins are other popular holiday releases from the studio. “But Eleven is on top.”