“Rainy Day” played six specialized theaters. Three were Landmark (Chicago, Boston, and Atlanta) as well as independent outlets in Cleveland, Cincinnati, and Fort Myers, Fla. Only the Century City in Chicago took in more than $1,000. Despite the poor showings, it was the best-grossing film at four of the six cinemas, at least among those that reported grosses. (Warner Bros. continues to block “Tenet” numbers.)
Certainly, the “Rainy Day” domestic performance would be improved if we lived in a post-COVID world; New York, Los Angeles, and San Francisco theaters are the top markets, especially for this kind of film, and they are still closed. However, MPI is attempting a traditional platform play; the distributor plans to open six more theaters in the next two weeks. Also limiting its playtime is an upcoming VOD date November 10, when it will be available for $9.99. The strategy behind a five-weekend theatrical exclusive is less clear, beyond perhaps producer/director preference. It did not elevate review coverage: With 14 reviews, Metacritic gives it a 40 score, with only one being strongly favorable. In September, Allen premiered his Spanish-made “Rifkin’s Festival,” aimed at European audiences, at the San Sebastian Film Festival. Wallace Shawn plays the title character, Christoph Waltz and Louis Garrel also appear. Its chances of domestic theatrical play seem limited. Sign Up: Stay on top of the latest breaking film and TV news! Sign up for our Email Newsletters here.
