Entertainment: The Streaming Second Act: Jenna Ortega's 'Death of a Unicorn' Rises After Theatrical Flop

Why It Is Trending: The Streaming Redemption Arc

• Theatrical Underperformance to Streaming Success: The film's meteoric rise to the top of streaming charts just days after a disappointing theatrical run highlights a growing trend where movies that struggle in cinemas find a significant second life and audience on subscription platforms.

• Audience vs. Critic Divide: Despite a lukewarm critical reception (54% on Rotten Tomatoes), Death of a Unicorn garnered a much higher audience score (76% Popcornmeter). This disparity suggests that the film's niche appeal was not effectively captured by traditional theatrical distribution but found its true audience in the streaming environment.

• Star Power and Platform Accessibility: The presence of popular stars like Jenna Ortega and Paul Rudd, combined with the convenience of an A24 film landing on a major streaming service like HBO, makes it an attractive, low-risk viewing choice for subscribers who might not have taken a chance on it in theaters.

Overview: From Box Office Bomb to HBO Max Hit Death of a Unicorn, the A24 comedy horror film starring Jenna Ortega and Paul Rudd, has unexpectedly topped the streaming charts on HBO in the U.S. just four months after its disappointing theatrical run. Directed by Alex Scharfman, the film grossed only $16 million against a $15 million budget and received mixed critical reviews. However, its much higher audience score indicates a disconnect between critical reception and popular appeal. This rapid rise on streaming signifies a growing trend where films that don't perform well in cinemas can find significant success and a dedicated audience when they become readily available on subscription services, particularly when backed by recognizable talent and a unique premise.

Detailed Findings: The Unicorn's Streaming Rebirth

• Box Office Underperformance: The film, released on March 28, 2025, ended its theatrical run with only $16 million against a $15 million budget, indicating it barely broke even before marketing costs. Its opening weekend was tepid, and it was "slayed" in its third weekend, falling by 81%.

• Critical Scrutiny vs. Audience Love: Critics gave it a 54% Tomatometer score, reflecting mixed to negative reviews. In stark contrast, audiences rated it much higher, with a 76% Popcornmeter score, suggesting it resonated more with general viewers than professional critics.

• Streaming Debut Success: Just a few days after its release on streaming, Death of a Unicorn became the #1 most streamed film on HBO in the United States as of July 27th, 2025, according to FlixPatrol. It even overtook Sinners, which had previously held the top spot.

• Key Cast: The film stars Jenna Ortega as Ridley and Paul Rudd as Elliot, a father-daughter duo. Other notable cast members include Richard E. Grant (Odel), Téa Leoni (Belinda), and Will Poulter (Shepard), who play the dysfunctional Leopold family antagonists.

• Unique Genre Blend: The movie is described as a comedy horror with fantasy elements, centering on a father-daughter duo who accidentally kill a unicorn and are hunted by its parents, while a wealthy family seeks to exploit the unicorns.

• Director's Debut: Written and directed by Alex Scharfman, Death of a Unicorn marks his directorial debut.

• A24's Strategy: As an A24 film, its streaming success aligns with A24's licensing deals with platforms like HBO, where their films find a second home after theatrical runs, leveraging the studio's brand for unique, auteur-driven content.

• Need for "A Movie Like This": Actress Téa Leoni commented on the film's dark comedy, suggesting that audiences "need a movie like this right now," implying a desire for lighthearted, self-deprecating humor amidst global seriousness.

Key Success Factors of the Streaming Redemption: Accessibility and Niche Appeal

• A-List Talent on Streaming: The presence of popular actors like Jenna Ortega (known for streaming success like Wednesday) and Paul Rudd significantly increases initial viewership interest when a film becomes readily available on a subscribed platform.

• Convenience of Subscription Service: Being part of a major streaming subscription eliminates the financial risk and logistical effort of a theatrical visit, encouraging subscribers to give the film a chance.

• Audience Over Criticism: When audience scores are notably higher than critic scores, it signals that the film might have a specific appeal that critics missed, which streaming platforms are better positioned to capture.

• Unique Premise: A "weird" or "unique" concept, especially in the horror-comedy genre, can generate curiosity and word-of-mouth once it's easily accessible, encouraging viewers to "see it for themselves."

• Genre Appeal for Home Viewing: Comedy horror, with its blend of laughs and thrills, often performs well in casual home viewing settings where the "stakes" (financial and social) are lower than a cinema trip.

Key Takeaway: The Box Office is No Longer the Sole Arbiter of Success Death of a Unicorn's journey from theatrical flop to streaming hit unequivocally demonstrates that box office performance is no longer the definitive measure of a film's success or audience connection. For niche, genre-bending, or critically divisive films with popular talent, streaming platforms offer a crucial second chance to find their intended audience, proving that convenience and perceived value can unlock significant viewership that eludes traditional cinemas.

Main Trend: The Streaming Second Chance Phenomenon This main trend describes the increasing occurrence of films that underperform at the theatrical box office finding significant viewership and audience success when released on streaming platforms, driven by subscriber convenience, reduced financial risk for viewers, and the ability to reach a wider, often niche, audience at home.

Description of the Trend: The "Streaming Savior" Effect The "Streaming Savior" Effect refers to the growing pattern where movies that fail to meet box office expectations, often due to mixed reviews, challenging genres, or high competition, subsequently achieve significant popularity and viewership when they become available on subscription streaming services. This trend is characterized by a fundamental shift in consumer viewing habits, where the convenience and perceived value of streaming outweigh the initial hesitations for theatrical viewing. It provides a crucial "second life" for films, demonstrating that a movie's success is increasingly multi-faceted and not solely dependent on its initial cinematic run.

Key Characteristics of the Core Trend: Post-Theatrical Resonance

• Audience/Critic Discrepancy: Films exhibiting this trend often have a notable gap between their critical reception (lower scores) and audience enjoyment (higher scores).

• Genre Versatility: Common in genres like horror-comedy, dark comedy, or unique indie films that may struggle to find a mass theatrical audience but resonate strongly with specific streaming demographics.

• Star-Driven Curiosity: The presence of popular actors can drive initial streaming viewership, even if the film received poor reviews in theaters.

• Low-Risk Viewing: For subscribers, there's no additional cost to watch, making them more willing to take a chance on a film they might have skipped in cinemas.

• Word-of-Mouth Amplification (Delayed): Positive audience buzz often builds after streaming release, turning "flops" into "must-sees" among peer groups.

• Platform-Specific Success: A film may dominate charts on one streaming service but not necessarily translate its popularity to other platforms or VOD.

• Second-Tier IP Potential: Provides a pathway for studios to greenlight more original or mid-budget films that might not be traditional theatrical blockbusters, knowing streaming offers a safety net.

Market and Cultural Signals Supporting the Trend: The Couch is the New Cinema

• Declining Theatrical Attendance: Overall, cinema attendance has been challenged, pushing more viewing to home entertainment.

• Growth of Streaming Subscriptions: The continued expansion of global streaming services means more viewers have readily available access to content at home.

• "FlixPatrol" Data: The existence and popularity of platforms like FlixPatrol that track streaming chart performance, indicating industry and public interest in this metric.

• A24's Licensing Deals: A24's established licensing agreements with major streamers (like HBO) ensure their films find a broad audience after theatrical runs, regardless of initial box office.

• Jenna Ortega's Streaming Success: Her proven track record with Netflix's Wednesday (one of the most-streamed series ever) highlights the power of talent in driving streaming viewership.

• "We Need This Right Now" Sentiment: Actress Téa Leoni's comment reflects a cultural appetite for specific types of content (dark comedy, escapism) that might be better consumed in a relaxed home environment.

• Social Media "Flop to Hit" Narratives: Online discussions and memes around movies that bombed theatrically but found success on streaming validate and amplify this trend.

What Is Consumer Motivation: Risk-Free Discovery and Curated Comfort

• Convenience and Accessibility: Consumers are primarily motivated by the ease of accessing a film instantly from home without extra cost or travel.

• Low Financial Risk: As the movie is "free" with a subscription, there's no financial penalty for trying a film with mixed reviews or a niche genre.

• Curiosity (Especially for "Weird" Films): A unique or "weird" premise generates curiosity, leading viewers to watch a film they might have avoided in theaters due to its unconventional nature.

• Trust in Audience Opinion: Consumers are often more swayed by high audience scores (like Popcornmeter) than critic reviews, especially for genre films.

• Star Power Attraction: The presence of beloved actors (Jenna Ortega, Paul Rudd) motivates initial clicks, even if the movie's theatrical performance was poor.

• Escapism and Levity: The desire for a film that offers dark comedy or a unique blend of genres, providing a form of escapism or lightheartedness that feels relevant to current cultural moods.

What Is Motivation Beyond the Trend: Fundamental Enjoyment and Discovery

• Entertainment Value: The core human desire for engaging and enjoyable content that provides a temporary escape from reality.

• Value for Subscription: Maximizing the value of existing streaming subscriptions by exploring the full library of content.

• Social Connection (Delayed): Engaging in discussions about films that gain popularity on streaming, even if viewed weeks or months after release.

• Discovery of Hidden Gems: The satisfaction of finding a movie they genuinely enjoy that may have been overlooked in its initial theatrical run.

• Comfort and Relaxation: The desire for a relaxed viewing experience in a comfortable home environment.

Descriptions of Consumers: The Discerning Home Entertainer

• Consumer Summary:

  • Streaming Loyalists: Their primary mode of content consumption is through subscription streaming services, which they view as their main entertainment library.

  • Value-Oriented: They seek to maximize the perceived value of their streaming subscriptions, eager to watch new additions, especially those with notable casts.

  • Curiosity-Driven: They are often intrigued by unique or unconventional film premises, willing to take a chance on a movie that might not fit traditional molds.

  • Audience-Influenced: They pay more attention to audience scores and peer recommendations than professional critic reviews, particularly for genre films.

  • Star-Savvy: They follow specific actors and actresses, whose presence in a film significantly impacts their decision to click "play."

  • Comfort-Seekers: They prefer the convenience and relaxed environment of home viewing, especially for genre-bending or potentially "weird" films.

• Detailed Summary (based on article and inference):

  • Who are them: These consumers are active subscribers to streaming services, viewing them as their primary source of entertainment. They are digitally savvy and often follow actors like Jenna Ortega and Paul Rudd. They are willing to explore unique and genre-bending films, especially if the "risk" is low (included in subscription). They value convenience and affordability in their entertainment choices.

  • What is their age?: The presence of Jenna Ortega (known for Wednesday and horror roles popular with Gen Z) and Paul Rudd (broad appeal across Gen X and Millennials) suggests the audience spans Gen Z (10-24 years old), Millennials (25-44 years old), and perhaps younger Gen X (45-50s). The "weird" comedy horror genre might resonate more with younger, digitally native audiences.

  • What is their gender?: The horror-comedy genre has broad appeal, and the cast includes prominent actors of both genders. The motivations (convenience, curiosity, value) are gender-neutral.

  • What is their income?: As the film is available on HBO (presumably Max), it appeals to all income levels who already subscribe to the service. The fact that it flopped in theaters but thrived on streaming highlights its appeal to those who are budget-conscious and prefer not to pay extra for a theatrical ticket unless it's a "must-see" event.

  • What is their lifestyle: Their lifestyle revolves around home entertainment. They are likely subscribers to multiple streaming platforms. They value convenience and comfort, often choosing to watch films from their couch. They are exposed to content recommendations through their streaming interfaces and may engage in social media discussions about trending movies. They are open to diverse genres and appreciate a good story, regardless of its initial box office fate.

How the Trend Is Changing Consumer Behavior: The Shift to On-Demand Discovery

• Post-Theatrical Discovery: Consumers are increasingly discovering and engaging with films long after their theatrical runs, primarily through streaming services.

• Reduced Theatrical Risk-Taking: Viewers are less likely to pay for cinema tickets for films with mixed reviews or unique genres, preferring to wait for them to become available on streaming.

• Influence of Streaming Charts: The visibility of "top streamed" lists on platforms like HBO (FlixPatrol) directly influences consumer choice, turning films into "hits" purely based on streaming performance.

• Empowered Niche Audiences: Streaming platforms enable niche or cult films to find their dedicated audience, regardless of their initial mainstream theatrical appeal.

• Re-evaluation of "Flop" Definition: The industry is re-evaluating what constitutes a "flop," as theatrical underperformance no longer equates to overall commercial failure when streaming success is considered.

Implications of Trend Across the Ecosystem (For Consumers, For Brands and CPGs, For Retailers)

• For Consumers: More Diverse Content, More Value

  • Consumers benefit from a wider array of content, including films that may not have found mainstream theatrical success, now readily available via subscription.

  • They gain a sense of satisfaction in discovering "hidden gems" and feel their viewing choices are more aligned with their personal taste than traditional box office dictates.

  • This trend enhances the perceived value of their streaming subscriptions, offering high-profile and unique content at no extra cost.

• For Brands (Studios/Distributors): Redefining Success and Distribution Strategy

  • A24/Independent Studios: Provides a vital pathway for unique, auteur-driven, or genre-bending films to find a broad audience and achieve financial viability, even if they don't break out theatrically.

  • Major Studios: Must adapt their distribution strategies, carefully assessing which films are better suited for direct-to-streaming release or a shorter theatrical window, especially for mid-budget or niche genres.

  • Talent Agencies: The value of stars known for their streaming appeal (e.g., Jenna Ortega) is amplified, influencing casting decisions for streaming-focused projects.

  • Distributors: Need to invest more in digital marketing and post-theatrical promotional efforts to capitalize on a film's "second life" on streaming.

• For Retailers (Cinema Exhibitors): Intensified Pressure and Niche Specialization

  • Cinema exhibitors face continued pressure for theatrical attendance from films that find their audience on streaming, particularly for genres like horror-comedy or indie features.

  • This reinforces the need for theaters to focus on "event" films or premium experiences that cannot be replicated at home, or to lean into niche programming that caters to a dedicated theatrical audience.

  • It challenges the traditional revenue model that heavily relies on the initial theatrical window.

Strategic Forecast: The Streaming-First Content Model Expands

• Increased Direct-to-Streaming Releases: Expect a greater number of mid-budget, genre-specific, and original concept films to bypass traditional wide theatrical releases and debut directly on streaming platforms.

• Data-Driven Distribution Decisions: Studios will increasingly leverage data analytics (from services like FlixPatrol) to determine optimal release strategies, assessing a film's potential for theatrical breakout versus its guaranteed streaming appeal.

• Niche Content Flourishes: Streaming platforms will continue to be a fertile ground for diverse, unconventional, and genre-bending content that caters to specific audience segments that may not fill cinemas.

• Evolving Metrics of Success: The industry will further solidify a multi-faceted definition of "success" that incorporates streaming viewership, completion rates, and subscriber acquisition/retention, alongside traditional box office.

• Talent Portfolios Prioritizing Streaming: Actors and directors will increasingly build their portfolios with both theatrical and streaming-first projects, reflecting the changing landscape of film distribution.

Areas of Innovation: Optimizing for the Home Screen

• Interactive Home Viewing Features: Development of streaming features that enhance the home viewing experience for niche films, such as integrated commentaries, pop-up trivia, or behind-the-scenes content that can be accessed during playback.

• Personalized Post-Theatrical Marketing: Utilizing AI to create highly personalized marketing campaigns for films once they hit streaming, targeting specific subscriber segments most likely to enjoy a "flop-to-hit" based on their viewing history.

• Adaptive Content Formats: Experimenting with alternative cuts or companion content (e.g., mini-documentaries, Q&As) exclusive to streaming releases that add value and context to films that may have confused theatrical audiences.

• "Cult Classic" Nurturing Tools: Streaming platforms developing features to actively promote films that are gaining cult status among audiences (e.g., dedicated "cult classic" sections, curated playlists, fan engagement events for specific titles).

• Hybrid Content Creation Models: Studios innovating production models for mid-budget films that allow for flexibility in distribution, with built-in mechanisms to pivot from theatrical to streaming if early buzz indicates a home-viewing preference.

Summary of Trends:

• Core Consumer Trend: The "Curious Streaming Explorer" Consumers are embracing streaming platforms as a low-risk environment for discovering unique, genre-bending films, often those that underperformed theatrically, driven by convenience, value, and curiosity about unconventional narratives.

• Core Social Trend: The Democratization of Film Success Society is witnessing a shift in how film success is defined, moving away from sole reliance on box office numbers to include streaming viewership, indicating that a film's true audience and cultural impact can emerge post-theatrical release.

• Core Strategy: The "Second-Chance Distribution" Model Film studios and distributors are adopting a strategic model that provides a crucial "second chance" for films that struggle theatrically, leveraging streaming platforms to find their audience, achieve widespread viewership, and ultimately contribute to content library value.

• Core Industry Trend: The Blurring of Theatrical and Streaming Norms The film industry is increasingly blurring the traditional lines between theatrical and streaming releases, with direct-to-streaming debuts and post-theatrical streaming success becoming common, influencing production, marketing, and distribution decisions.

• Core Consumer Motivation: The Desire for Risk-Free Entertainment Discovery Consumers are fundamentally motivated by the desire to discover engaging and unique entertainment without financial risk, making streaming platforms the ideal environment for exploring films that might have been too "weird" or niche for a theatrical gamble.

Final Thought: The Living Room as the Ultimate Proving Ground Death of a Unicorn's dramatic rise on streaming charts after its theatrical stumble is a compelling narrative for the modern entertainment industry. It vividly illustrates that the ultimate arbiter of a film's resonance is increasingly the audience at home, armed with a subscription and a willingness to take a chance on something "weird." This trend isn't just about second acts; it's about a fundamental redefinition of success, proving that for certain films, the true blockbuster potential lies not in a massive opening weekend, but in the quiet, consistent power of the living room.

Source: https://www.cbr.com/jenna-ortega-death-unicorn-tops-streaming/