How Can a Box Office Flop Transform into a Streaming Success?
In today’s ever-shifting landscape of movie and television economics, the definition of success or failure often seems to change from week to week. While some projects are clear winners or losers, streaming platforms—unlike traditional box offices—rarely disclose detailed audience metrics. As a result, a film’s failure in theaters doesn’t always spell the end of its story. Sometimes, what’s perceived as a flop can find redemption on streaming services.
This could very well be the case for Kevin Costner’s ambitious yet costly project, Horizon: An American Saga. Despite its grand debut in theaters in June, which promised much with its high production values, the film fell flat, earning only $36 million against a hefty budget exceeding $100 million, including marketing and distribution costs. Set during a 15-year period of the American Civil War, Horizon: An American Saga was envisioned as a four-part saga, with each installment intended to be both a theatrical release and a streaming original. However, its poor box office performance casts doubt on the future of the remaining films in the series.
The initial plans for Horizon: An American Saga – Chapter 2 were quickly scrapped following the lackluster reception of the first chapter. Now, the project’s focus shifts to its streaming potential—a secondary platform that might breathe new life into the series. Although the theatrical failure is significant, the streaming release may offer a chance for the film to find an audience and prove its worth.
Costner, undeterred by the film’s rocky start, has maintained a resilient stance. At the Venice Film Festival, he acknowledged the film’s struggle, reflecting on his past projects that didn’t initially succeed but eventually gained recognition over time. “I’ve had a lot of movies that have stood the test of time,” Costner remarked.
Costner himself invested $38 million into the production, demonstrating his personal commitment to the project. With the second film completed and the third and fourth still on the horizon, Costner is determined to keep the franchise alive. “I’ve gotta go put my hands on it again and start to push it up,” he said. Filming for Horizon: An American Saga – Chapter 3 commenced in May and is expected to continue into early 2025.
Costner sees the streaming phase as a natural progression for films. “The life of a movie moves all the way to your iPhone. It just moves down the stream,” he said. His dedication to the project is evident in his approach, much like other passion-driven works such as Morgan Freeman’s The Gray House or Matthew Weiner’s Mad Men, which faced their own hurdles before finding success.
Costner’s vision for Horizon is rooted deeply in the American experience, exploring themes of survival and authenticity in the Wild West. “It’s always a struggle,” he says of the genre, emphasizing the challenge of creating a story that feels genuine and impactful. His goal is to capture the essence of a time and place that shaped American history and culture, striving to present it in a way that resonates with audiences, even if it takes time for them to fully appreciate it.
