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From Art House to iTunes Top Ten: The Rise of Materialists
A24's Materialists — directed by Celine Song and starring Chris Evans, Pedro Pascal, and Dakota Johnson — arrived in mid-June as a quietly confident romantic drama. Marketed as a story about a professional matchmaker caught between a flawed ex and a seemingly perfect, affluent suitor, the film blends sharp social observation with intimate performances. Critics responded warmly (79% on Rotten Tomatoes), and audiences rewarded it with strong box office and streaming returns.
Box Office Numbers That Surprised the Competition
Produced on a reported $20 million budget, Materialists finished its theatrical run with approximately $36.5 million domestically and $28.5 million internationally, for a global total of about $65 million. In an arena crowded with spectacle-driven blockbusters, that return made the film a clear financial success for A24. More importantly for the studio and filmmakers, the movie more than tripled its production budget — a rare outcome for an adult-rated romance competing against franchises and family animation.
VOD Momentum: Why Materialists Found a Second Life Online
After its theatrical window, Materialists continued to gain traction on video-on-demand platforms. Per iTopChart, the film cracked the iTunes movie rental top ten, sitting at number seven amid a mix of superhero fare, family animation, and legacy titles. It trailed titles like Superman and Jurassic World Rebirth but outperformed many new-release competitors in the romance/drama space.
Who bought the movie on VOD?
The VOD audience for Materialists seems to skew toward viewers who prefer character-first storytelling over blockbuster thrills. Some were drawn by the star power of MCU veterans Chris Evans and Pedro Pascal; others tuned in because of Dakota Johnson's well-established track record in contemporary romance. Additionally, viewers put off by an R rating or ambivalent about a theater trip were more likely to rent at home — a factor that amplified the film's rental chart performance.
Controversy and Conversation: The Cosmetic Surgery Plot Point
Materialists stirred debate with a plot twist involving a character's cosmetic surgery, a narrative choice that many found provocative because it intersects with themes of objectification and commodification in modern dating. Song defended the decision, arguing that the scene underlines the film's central critique: how people are valued and traded like commodities in the mating marketplace. 'What's most important about that surgery is that this movie is about the way that we commodify and objectify each other in the dating market, how much it crushes all of us,' she said, framing the sequence as essential to the movie's moral center.
Comparisons and Context: Where Materialists Fits in Today's Cinema
Compared with Song's previous sensibility-driven work and with contemporary adult romances, Materialists leans darker and more satirical. It sits between the quiet social realism of films like Past Lives and the glossy romantic dramas that prioritize chemistry over critique. For Chris Evans, known for action and mainstream blockbusters, Materialists continues his recent pivot to indie and character work. Pedro Pascal similarly expands his range beyond genre television, while Dakota Johnson reaffirms her status as a dependable lead for grown-up romance.
Industry Trend
The film demonstrates an ongoing trend: mid-budget adult dramas can be profitable when they combine recognizable talent, festival-caliber direction, and strong word-of-mouth. Studios and distributors are watching these patterns closely as streaming windows compress and VOD revenue becomes a critical second act for theatrical releases.
Expert Take
Film critic Anna Kovacs offers a concise reading of the film's appeal: 'Materialists succeeds because it balances empathy and critique — it makes you care for its characters even as it critiques the marketplace that shapes them. Its VOD success proves that well-made adult dramas still have a passionate audience outside multiplex trends.'
Trivia, Fan Reaction, and Behind the Scenes
Fans have shared clips and discussions online dissecting the film's ending and the chemistry between Evans and Pascal. On set, sources reported Song favored long, intimate takes to cultivate authenticity, a choice that contributed to many of the film's standout emotional beats. That directorial approach, combined with a modest budget and star draw, created the ideal recipe for both critical buzz and rental curiosity.
Conclusion: Why Materialists Matters
Materialists is more than a box-office footnote — it is an example of modern adult cinema that can thrive in a fragmented market. The film's commercial performance, combined with spirited debate over its themes, highlights how romances can still command cultural attention alongside big-budget franchises. For viewers and industry watchers alike, Materialists signals that smart, provocative storytelling can drive both conversation and profit in the streaming era.
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