Saturday, April 20, 2024

“Argylle” Publicity Machine Taylor Swift Rumor Can’t Help Box Office Dud or Make Book a Hit


The “Argylle” PR machine has backfired.

The Matthew Vaughn movie of Elly Conway’s novel has a rotten 34% among movie critics and bloggers.

Last night the movie made just $1.7 million, which means it’s headed for a very difficult opening weekend.

At the same time, the novel stands at number 555 on’s best sellers list.

Someone hatched the idea to make Conway a pseudonym, a mysterious person who might be Taylor Swift. This started with the novel and then bled over to the movie.

But “Argylle” — with a great marketing campaign — isn’t clicking. No one took the Taylor Swift bait. And a two hour, 19 minute run time — what were they thinking?

The book is probably suffering more than the film. Universal is going to finish at number 1 this weekend with the Vaughn directed movie. But the chances for real “legs” are pretty minimal.

The movie is packed with stars — Oscar winner Sam Rockwell, Bryce Dallas Howard, Henry Cavill, even singer Dua Lipa — who’s opening the Grammy Awards Sunday night — which will give it an extra push.

“Argylle” is socked, so to speak. Darn it!

Roger Friedman
Roger Friedman
Roger Friedman began his Showbiz411 column in April 2009 after 10 years with Fox News, where he created the Fox411 column. His movie reviews are carried by Rotten Tomatoes, and he is a member of both the movie and TV branches of the Critics Choice Awards. His articles have appeared in dozens of publications over the years including New York Magazine, where he wrote the Intelligencer column in the mid 90s and covered the OJ Simpson trial, and Fox News (when it wasn't so crazy) where he covered Michael Jackson. He is also the writer and co-producer of "Only the Strong Survive," a selection of the Cannes, Sundance, and Telluride Film festivals, directed by DA Pennebaker and Chris Hegedus.

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