DISTRIBUTION Bad Boy Will Smith shows R/18 success is possible

Lets be clear - an R or NC17 (MPAA) or 18 (BBFC) rating is nearly always a box office kiss of death. On the big 5 front it's grown ever less likely as a tentpole or even mid-budget level release rating thanks to the dominance of censorious Disney, with its 33.3% share of global box office achieved through PG-13 or lower.

But - there are no rules in the crazy industry of film, just conventions, and the belated trilogising Bad Boys threequel has surprised most with its x5 budget global take, clearing all costs with its x2 domestic take alone. Will Smith's still fresh it seems.

This article looks in depth at the history of R-rated hits in the US. I've blogged before on the commercial death knoll that is the 18:rating. Usually...

https://www.forbes.com/sites/scottmendelson/2020/03/06/bad-boys-for-life-box-office-will-smith-martin-lawrence-one-of-biggest-r-rated-action-movies-ever/