When Warner Bros. and directorTodd Phillipsdecided to skip test screenings forJoker: Folie à Deux, they took a huge risk, and it’s a risk that has failed to pay offafter a catastrophic opening weekend at the box office. Test screenings have long been an essential part of the Hollywood process, offering studios a chance to adjust a film based on audience reactions. They can be particularly valuable for films with unconventional elements. Like, say, acourtroom drama that also incorporates music and fantasy,in the bleakest environment imaginable.
One of the main consequences of skipping test screenings was the lack of insight into how the musical elements would play with audiences accustomed to a more traditional comic book adaptation. But without the screenings, Warner Bros. and Phillips never got the chance to gauge justhow divisive the film was going to end up being.
In addition to that, the film also screened for the first time to audiences of any kind at theVenice Film Festival— despite pleas from Warner Bros. not to do so. The film was met with reactions ranging from disdain to downright revulsion, and with a month left until the film was due to release worldwide, it just allowed a month-long stink to build up as more reviews poured in from those who saw it.
Why Are Test Screenings Vital?
And yes, while a lot has been made of the concept of test screenings and the thought that audiences have too much say in the way a film turns out, they are equally valuable to advertisers and studios as well.Christopher McQuarrieandTom Cruiseare known to havescreened theirMission: Impossiblemovies nearly 100 timesbefore release to try and perfect them, and the critical reviews and audience reactions to the movies prove these ideas have merit. No film is too big or too good to have them. And there’s no reason to quote spoilers getting out as a result of them —even Avengers: Endgame had test screenings!
Ultimately, the decision to skip test screenings highlights the risks ofprioritizing creative control over market readiness. While we hear a lot about how creativity is stifled to meet demands and commercial expectations,there is a balance to be foundand this clearly went too far in the wrong direction. Even with established stars and a successful predecessor, understanding audience expectations is key to sustaining a franchise’s momentum.Skipping test screenings left the movie vulnerableto a savage critical reception that, by then, it was too late to fix.Joker: Folie à Deuxis playing in theaters now.
Joker: Folie a Deux
Joker: Folie à Deux explores Arthur Fleck’s ongoing struggle with his dual identity as he unexpectedly discovers love and unleashes his hidden musical talent. Set against a backdrop of societal unrest, Arthur’s journey intertwines personal transformation with chaotic encounters, leading to profound shifts in his life and the world around him.
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