The Real Reason The Last Voyage Of The Demeter Bombed At The Box Office

Universal's "The Last Voyage of the Demeter" bombed at the box office after it opened on August 11. In total, the film netted $6.5 million on its first weekend in theaters, making back just a fraction of its $45 million budget.

Perhaps the most immediate culprit behind its lackluster financial performance is its lukewarm reception from critics. On Rotten Tomatoes, the film holds an aggregate 51% from professional reviewers and a still unimpressive 74% from audiences at large. In his review for Variety, for example, Owen Gleiberman wrote, "'The Last Voyage of the Demeter' is too explicit, too dawdling yet rapid-fire, too much like other horror films."

Critics weren't wholly unkind, however — RogerEbert.com reviewer Peter Sobczynski is among its proponents, awarding it three-and-a-half stars out of a possible four. "It is a smart, well-made, and sometimes downright creepy take on the tale that both horror buffs and regular moviegoers can appreciate in equal measure," he wrote. Furthermore, bad reviews alone aren't typically enough to keep viewers away from an otherwise interesting release, suggesting that at least a couple other key factors beyond just its critical reception played a part in the film's subpar box office haul.

Before taking into account how reviewers received "The Last Voyage of the Demeter," a multitude of factors regarding its promotion and release made its success an uphill battle prior, even, to its theatrical premiere.

Chief among what might be considered marketing failures is the fact that the film's title doesn't accurately reflect its biggest selling point. "The Last Voyage of the Demeter" is technically a classic Dracula movie, adapting a chapter from Bram Stoker's genre-defining vampire novel. Its title, however, simply evokes a journey at sea, leaving casual viewers who are unaware of its literary inspiration none the wiser that it's actually a Dracula story.

Universal likewise decided to release a horror movie in August, a couple months before spooky movie season officially kicks off near the start of October. Not only is this timing unideal, but it falls squarely in the midst of "Barbenheimer" mania, during which theater-goers are still more likely to see either of those two box office giants than an ill-timed horror movie that bewilderingly buries the fact that it's about fiction's most iconic vampire.

While it's difficult to deny the competition "The Last Voyage of the Demeter" faced from both "Barbie" and "Oppenheimer," it should be noted that the Universal Pictures flick wasn't the only horror film competing for the attention of audience members at the multiplex. During the Dracula film's opening weekend, audiences had multiple options to choose from. During its debut weekend, "The Last Voyage of the Demeter" faced competition from both Disney's "Haunted Mansion" and A24's "Talk to Me." They made $5.7 million and $5.1 million, respectively, almost in line with the Dracula film's $6.5 million debut.

When it came to that weekend's horror offerings, the trio definitely cannibalized one another. While "The Last Voyage of the Demeter" technically took the higher spot of the three, it's impractical to deny how the crowded horror landscape robbed the Dracula film of a potential $10 million debut. "Haunted Mansion" appeals to both families and teenagers, thanks in part to its PG-13 rating. Seeing as "The Last Voyage of the Demeter" boasts an R-rating, a portion of prospective viewers likely went with Disney's haunted offering. The R-rated "Talk to Me," meanwhile, continues to boast stellar legs thanks to positive word of mouth and reviews. 

"The Last Voyage of the Demeter" was the new film in cinemas but it was arguably the least interesting, at least from the audience's perspective. Paying cinema goers gave the Dracula film a B- CinemaScore, signaling mixed to negative word of mouth. "Haunted Mansion" and "Talk to Me," meanwhile, boast B+ CinemaScores. Perhaps "The Last Voyage of the Demeter" would have shined earlier in the summer, when horror films were more scarce. 

"The Last Voyage of the Demeter" is certainly an inspiring name, but it doesn't exactly illicit confidence from casual viewers. Contemporary viewers are compelled to head to cinemas if they can expect something they already know. Modern films have no choice but to survive on recognizability, which is why the last decade has been riddled with IP-driven films. All 10 of 2023's highest-grossing films have some sort of baked in recognizability. Whether they're based on IP or biopics on well-known figures, they've all succeeded in part thanks to rampant fan bases. 

With a mysterious title, it's difficult for many to know what the film is about unless they've read "Dracula." Those who managed to sit through the film's trailer managed to discover that "The Last Voyage of the Demeter" was a project cashing in on Dracula, arguably the most famous vampire of all time. Why wasn't this expressed from the start? It's likely that the Universal Pictures project could have succeeded if Dracula was mentioned in the film's title. While less mysterious, it's a creative move that would have likely piqued the interest of hesitant viewers. 

Several international markets feature distinctive, unique names for the film while still emphasizing the name-recognition that Dracula has. For example, in Australia, the film is titled "Dracula: Voyage of the Demeter," a far more inviting name that paints a clearer picture as to what audiences can expect. Of course, it's difficult to know if "Demeter" would have succeed based solely on a more clear-cut title. It will be interesting to see how Universal Pictures markets the film when it comes to VOD. Several films have changed names following their release — perhaps "The Last Voyage of the Demeter" will join them? 

Even if international audiences were interested in seeing "The Last Voyage of the Demeter," key markets weren't given the opportunity to do so. The film's released in the United Kingdom has been delayed indefinitely thanks to eOne shutting down operations in the country. With eOne now sold to Lionsgate, "The Last Voyage of the Demeter" has lost a distributor in the United Kingdom. Only time will tell if the Universal project will receive a theatrical release in the United Kingdom. Seeing as the "The Last Voyage of the Demeter" features an Irish cast and with a majority of the story dependent on UK locations, it must be difficult for Universal Pictures to bid farewell to such a key territory. 

Other international markets haven't received the film as of yet. /Film says that the Universal pic is slated to debut in Spain and India, though no official release dates have been given. With the film bombing stateside, it remains to be seen if Universal Pictures will move forward with international releases or cut their losses. Internationally, the film has floundered. The Numbers says that the film's foreign total is less than half a million, with Australia leading, reporting a cume of $179,000. While "The Last Voyage of the Demeter" seems to be sinking in cinemas, it's possible that the horror outing will find a passionate audience when it hits PVOD. 

Could it be that audiences simply aren't interested in Dracula or other fantasy horror projects? Take a look at 2023's highest-grossing horror films and it's clear that audiences have a genuine thirst for slashers and supernatural thrillers. The $100 million-dollar grossing "Scream VI" and Universal's very own "M3GAN" both standout as films that are mostly grounded in reality, tapping into contemporary themes and topics. "Insidious: The Red Door," which boasts a gross shy of $200 million, is another entry in the ever-popular supernatural horror series. The same can be said for last year's films, with "The Black Phone" and "Smile" taking top spots. 

In the last few years, audience tastes have shifted and it's likely that "The Last Voyage of the Demeter" simply wasn't the horror film that audiences wanted. While they dominated in the 2000s and early 2010s thanks to "Twilight," vampires are no longer as popular as they once used to be. It's admirable how Universal Pictures is interested in bringing back its classic monsters, but they should consider giving them a contemporary flair which makes them more relevant to modern audiences. Consider 2020's "The Invisible Man," which expertly updates the iconic H. G. Wells character for the modern day. The film grossed over $139 million worldwide back in 2020, having its theatrical run cut short thanks to the COVID-19 pandemic. 

With "The Last Voyage of the Demeter," audiences simply weren't interested. Deadline says that Universal Pictures tried its best to support the film, though their efforts didn't pay off. The studio marketed the film endlessly but promotion wasn't enough to compel the average horror fan to head to their local multiplex. Perhaps it's time for Universal Pictures to say goodbye to Dracula, at least for now. 

A few months before "The Last Voyage of the Demeter" premiered in theaters, Universal's previous vampire movie "Renfield" also bombed. This was a sort of canary in the coal mine, foretelling its successor's lack of box office success. "Renfield" stars Nicholas Hoult as R. M. Renfield, a character straight out of Bram Stoker's "Dracula" novel. Similarities to its literary souce material pretty much start and stop there, however, given that "Renfield" is a quirky comedy set in the present day. Audiences were ultimately uninterested in this twist on the classic Dracula formula, leaving its total box office haul short of even half its budget.

That "The Last Voyage of the Demeter" is on track to fare worse is hardly surprising, then, given how "Renfield" demonstrated that its overarching formula isn't something most theater-goers want to see. And whereas "Renfield" stars big names like Hoult, Awkwafina, and Nicholas Cage, "Demeter" is absent a marquee star to make up for its core concept failing to draw viewers.

This phenomenon, in fact, extends past just vampire movies. Both Guy Ritchie's "King Arthur: Legend of the Sword" and the 2018 "Robin Hood" film — while not quite on the same level — failed to make back their budgets as well, further indicating that audiences don't care about contemporary spins on classic material as much as studios seem to think.