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One of the most watched, beloved, and iconic movies of all time was originally a box office bomb


According to MGM records, during the film's [The Wizard of Oz, 1939] initial release, it earned $2,048,000 in the U.S. and $969,000 in other countries throughout the world, for total earnings of $3,017,000. However, its high production cost, plus the costs of marketing, distribution, and other services, resulted in a loss of $1,145,000 for the studio.[3] It did not show what MGM considered a profit until a 1949 re-release earned an additional $1.5 million.

What ailed people in 1939, anyway? Losing $1,145,000 back then wasn't anything to sneeze at either (which translates to almost $26 million today according to this inflation calculator - https://data.bls.gov/cgi-bin/cpicalc.pl).

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RELEASED AT THE END OF THE GREAT DEPRESSION AND THE BEGINNING OF THE SECOND WORLD WAR....INTERESTING TIME FOR MOVIES.

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You would think that this film being the first to use colour would be a massive hit.

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It wasn't the first, but color was still difficult, expensive, and relatively uncommon at the time, so it still should have been a pretty big attraction.

It's hard to believe that for almost the entire 1940s decade it didn't have any special status in popular culture; it was just one of many movies released in 1939, and one that lost a lot of money at that. And even after its re-release in 1949 it was only a moderate success with its combined profits from '39 and '49. It wasn't until the annual TV broadcasts of it started in the late 1950s that it became a cultural icon.

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Was was the first colour film? Are we including short films?

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It would have been one of these movies - https://en.wikipedia.org/wiki/Kinemacolor#List_of_films_made_in_Kinemacolor - since Kinemacolor was the first successful natural color process. That's not counting earlier artificial processes involving hand-painting or stenciling of individual frames of film.

The exact color process used for The Wizard of Oz (three-strip Technicolor - https://en.wikipedia.org/wiki/Technicolor#Three-strip_Technicolor) dates back to 1932. A very famous/successful movie that used it, Snow White and the Seven Dwarfs (1937), is actually what inspired MGM to make The Wizard of Oz because it told them that movies based on children's stories could be big box office successes.

Becky Sharp (1935) was the first feature-length live-action movie to be shot entirely in three-strip Technicolor - https://en.wikipedia.org/wiki/Becky_Sharp_(film).

Three-strip Technicolor was used for color movies up until the mid 1950s.

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I've been had! I refuse to believe that they have pulled a fast one on me thinking that "Oz" was the first of its kind.

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I think the reason a lot of people think The Wizard of Oz was the first color movie, or at least, the first live-action feature-length color movie, was because the two most famous early color live-action movies are Gone with the Wind and The Wizard of Oz. They were both released in 1939 but The Wizard of Oz was released a few months before Gone with the Wind. Plus The Wizard of Oz starts out in black and white (with a sepia tone tint to it) and then transitions to color when Dorothy arrives in the Land of Oz, which some people see as a metaphor for the technological transition from black and white to color movies in general.

Color photography is very old, but the hard part was coming up with a practical way of doing it, which was hard enough for still photography, and even harder for motion picture photography.

You can replicate the basic principle of early color photography processes easily these days if you have a camera with ordinary black and white film (or a digital camera that can be set to take black and white pictures, which makes it even easier), and a computer with a good photo editing program like Adobe Photoshop.

Put the camera on a tripod or some other stable thing so it won't move at all and point it at a stationary object that you want to photograph. Place a red filter in front of the lens and take a picture. Then without moving the camera nor the object you are photographing, take another picture with a green filter in front of the lens instead of a red filter. Then do that again with a blue filter. Now you have three B&W pictures of the same object, but they aren't ordinary B&W pictures.

The red filter only allowed red light to expose the film in the first picture, so you can think of it as being encoded for where the red color information belongs, and the same concept applies to the other two pictures. Then you can open all three pictures in Photoshop, assign the first picture to the red channel, the second picture to the green channel, and the third picture to the blue channel. With the three channels visible you will have a full color picture, and the colors will be true to the source.

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Now I have to check "Becky Sharp" out. I always try to watch all the firsts in films. I saw "The Jazz Singer" to watch the first film with sound. Please don't tell me that another movie is the first for sound.

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Keep in mind that Becky Sharp was only the first feature-length live-action movie to use the three-strip Technicolor process (which is the same process as The Wizard of Oz used, and in my opinion, the best looking color process ever), not the first one to use a natural color process of any kind.

It may be the first feature-length live-action movie that was shot entirely in full-range color though, because the three-strip Technicolor process has a full color range (i.e., the entire red-green-blue spectrum, which covers every possible color), whereas most earlier processes only had a limited color range, e.g., red-green spectrum for earlier versions of Technicolor.

"Please don't tell me that another movie is the first for sound."

It is first for sound (with some qualifications), as far as I know.

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I don't care about shorts too much, but I'm totally down for a full feature length colour film in any extent.

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It can be difficult to determine the "first" of something. With movies you need a string of qualifiers such as live-action or animated, short or feature-length, documentary or fictional narrative, all/mostly in color or just a few segments in color, natural color or artificial color, full-range color spectrum or limited color spectrum, movies that are at least somewhat well-known or obscure and completely lost movies too?

There is this from 1911 which is claimed to be "the first feature-length film in natural color":

https://en.wikipedia.org/wiki/File:The_Delhi_Durbar_1911.webm

But it's a silent documentary and it used the Kinemacolor process, which has a limited color spectrum.

There is The World, the Flesh and the Devil (1914), which is a fictional narrative type movie, but it's only 50 minutes long. Is that a short or not? It's longer than most shorts but it's shorter than what's currently considered feature-length. It's also a "lost" film, and also used the limited-range Kinemacolor process.

And so on.

Becky Sharp is definitely the first [insert some qualifiers here] movie that used a really, really good color process (three-strip Technicolor). There was some earlier stuff that also used the same color process, dating back to 1932, but they were either shorts or segments within a mostly B&W movie.

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Yeah, there's definitely debate here. There's a lot of back-and-forth about the film "Sherlock Jr." about whether or not it counts as a feature film. IMDb keeps putting it on and taking it off their top 250 list because of it.

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I thought so too. We’ve been bamboozled!

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Next they're going to tell me that Louis Armstrong wasn't the first person to play the trumpet on the moon.

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Did people know it was going to be in colour? If they didn't, I can see a lot of people considering it just another run of the mill kid's movie.

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I don't see how word of mouth didn't get out. Maybe tickets for colour movies cost more just as 3D movies cost more for us now.

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Maybe people who'd never seen a colour picture couldn't conceptualize it even if someone was raving about it. And it probably was one of those trend things, where it didn't really scratch the right itch for a lot of people at the time of its release. Same with Shawshank and Willy Wonka, certain things just don't gel with the public for literally decades. It's crazy to think though, because it would've been a not-to-be-missed experience to see this in cinemas in 1939 or even the re-release in 1949, like I'm sure a lot of people were kicking themselves once they did see it.

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Kowalski does have a point that he made above that it was released at the momentrnd of the great depression.

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Like I said in another post:

Gone with the Wind was also released in 1939 and was a massive success:

Gone with the Wind was immensely popular when first released. It became the highest-earning film made up to that point and held the record for over a quarter of a century. When adjusted for monetary inflation, it is still the highest-grossing film in history.

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I guess Gone With the Wind being a hit was because it was almost 4 hours long and audiences felt that it was more bang for your buck. It's just hypothetical though.

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Mr. Smith Goes to Washington was also a box office success: second highest grossing movie of 1939 (behind Gone with the Wind) and third highest grossing movie of the entire 1930s (behind Gone with the Wind and Snow White and the Seven Dwarfs [1937]). It was only about 2 hours long.

Jesse James was another box office success (third highest grossing movie of 1939). It was in color like Gone with the Wind and The Wizard of Oz and was only 5 minutes longer than The Wizard of Oz.

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Gone With the Wind was an adult movie marketed to adults, so it was likely deemed more significant in the public's view. It also featured Clark Gable, who was a pretty big deal at the time. And given K's point about the depression, I'm assuming kids were probably not going to the movies as frequently as adults, since it wasn't affordable, though I've not seen stats anywhere proving or disproving that. All that said, Wizard of Oz was no slouch - didn't it sell way more tickets than GWTW?

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Snow White and the Seven Dwarfs was a major box office success (about $4 million domestically during its initial release, which is about twice what The Wizard of Oz grossed domestically during its initial release). It was also a children's movie and it was released two years deeper into the Great Depression (1937) than The Wizard of Oz was.

"All that said, Wizard of Oz was no slouch - didn't it sell way more tickets than GWTW?"

How could it have done that? Gone with the Wind grossed $18 million domestically during its initial release, about 9 times what The Wizard of Oz grossed domestically during its initial release.

There's nothing that compares to Gone with the Wind, not even today. When adjusted for inflation it's estimated to have grossed about $4.5 billion from its worldwide theatrical releases (it was re-released many times).

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Maybe I'm thinking of domestic charts and not international ones, but my mistake. Maybe the difference is, is that Snow White was seen as groundbreaking in terms of animation, whereas perhaps the live action part of Wizard of Oz made it seem more farcical and therefore not comparative to the innovative Snow White film. But though I love Snow White, I've always found it pretty weird that it was such a hit, but that again speaks to how trends work.

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$18 million for GWTW vs. ~$2 million for TWOZ is a domestic gross, 1939 release comparison.

Snow White is said to be the first feature-length cel animation movie, but there was nothing groundbreaking about its animation nor its use of three-strip Technicolor.

Animated theatrical shorts in three-strip Technicolor were the first to use that particular color process, starting in 1932 with Flowers and Trees from Disney. After that, which amounted to a test run for that new color process, all of Disney's Silly Symphony series of animated theatrical shorts were done with that color process too. Warner Bros. responded by doing their competing Merrie Melodies series of animated theatrical shorts in Technicolor too (two-strip in 1934, three-strip starting in 1935).

The Disney and Warner Bros. animated shorts were seen by tons of people because they were shown before feature films, like movie trailers are today.

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Oz was the fifth highest grossing movie of the year, so it's not like it wasn't a popular movie. It was just extremely expensive for the time, so it didn't turn a profit despite being fairly popular.

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I think Europe had other things on their mind.

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Gone with the Wind was also released in 1939 and was a massive success:

Gone with the Wind was immensely popular when first released. It became the highest-earning film made up to that point and held the record for over a quarter of a century. When adjusted for monetary inflation, it is still the highest-grossing film in history.

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I was being facetious 😉

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Fair point!

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Was it one of the first fantasy movies released? Not sure. Maybe people had to get used to fantasy films. Now they are a beloved genre because of the escape from reality they provide. Maybe back then people thought it was too far fetched?

It's one of my favorite movies.

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Judy Garland lead a very sad life on the set of this movie and was grossly thin and passes away too early in life

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It's the same back then as it is today. Not every good movie makes money. There is no rhyme or reason to it.


Also worth remembering that in 1939 marketing was much harder. No televisions or internet to spread the word. Did they even have movie trailers back then to be shown before other movies?

What was the marketing for a movie circa 1939? Some posters on the walls of the local theatre? Maybe it being talked about on the radio?

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Largely the movie section of the newspaper, right up through the 80s, and tv ads from, I suppose, the 50s/60s.

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I can't believe I forgot about newspapers!

Yeah, newspaper, radio, lobby posters at the theatre and 'word of mouth' (hearing friends, colleagues, etc, talk about it). Definitely harder to spread the word back then. Most of those methods of marketing don't really show you anything. Not like a trailer would.

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It's a Wonderful life was also a bomb in the box office. Didn't make it big until it started showing on TV.

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That is the movie I thought the thread would be about.

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I would venture to guess that a very good proportion (30-50 %) of first-rate movies, especially those with more adult/challenging material don't do well in the Box Office.

Pauline Kael did a very cool thing by going on the Dick Cavett show and talking up Altman's McCabe & Mrs. Miller, which a lot of dim-witted critics had panned, because they didn't like the ambient chatter Altman peppered his scenes with, or some other trivial reason.

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"I would venture to guess that a very good proportion (30-50 %) of first-rate movies, especially those with more adult/challenging material don't do well in the Box Office."

That could be, but it's pretty rare for a box office bomb to make such a drastic turnaround in popularity. According to the US Library of Congress, The Wizard of Oz is the most seen movie of all time:

Next came the 1939 version, a rare instance in which a great book became a great film. Because of its many television showings between 1956 and 1974, it has been seen by more viewers than any other movie. In a recent People Magazine poll, it was chosen as the favorite movie of the twentieth century.

https://www.loc.gov/exhibits/oz/ozsect2.html

Usually if a box office bomb has any turnaround at all in popularity, it's only to the level of becoming a "cult classic." It's a Wonderful Life (mentioned above by PaladinNJ) was a box office bomb that made a big turnaround due to TV airings too, but not to the level of The Wizard of Oz. I never even saw that movie until I was an adult (mid 2000s, on home video). I don't remember the TV stations in my area ever airing it when I was a kid in the 1980s, nor had I ever even heard of it back then. But they definitely aired The Wizard of Oz every year, and it was considered a big event until home video became common enough to dilute its "event" status.

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