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3h ago

‘Americana’ Director Says Film Was ‘Gobbled Up by the Zeitgeist’ After Soft $500K Debut

Halsey urges audiences to judge the SXSW-born western on its own terms after backlash to Sydney Sweeney’s American Eagle ad.

Sydney Sweeney and Halsey arrive at the Los Angeles special screening of "Americana".
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Overview

  • The Lionsgate release opened to about $500,000 across roughly 1,100 theaters under its Premiere Releasing arthouse strategy.
  • Tony Tost posted that movies outlive their release moment, calling his debut a 'hidden gem' and saying he may need to 'swing either bigger or smaller' on future projects.
  • Halsey publicly defended the director and crew, criticized boycotts and media pile-ons tied to the denim campaign, and encouraged people to see the film.
  • Co-star Paul Walter Hauser called Americana his favorite project and predicted the thriller will find a longer-term audience regardless of early grosses.
  • The American Eagle 'great jeans/genes' campaign drew accusations of eugenics-coded messaging as the brand defended the ad, President Donald Trump voiced support, and Sweeney has largely stayed quiet.