The re-release of Billy Jack in 1972 and 1973 was one of the most amazing successes in film history.
Think about it: Billy Jack was released in 1971. It made $32,500,000, and was the second highest grossing film of the year behind Fiddler on the Roof. Then, a few months later, the film comes back out to the same cities and towns. One problem was theater owners didn’t want to play it. It had just played! They wanted NEW movies, not one that had already been released, especially one that had done so well. They figured there wasn’t any business left. So Tom and his crew of brainiacs - including former assistant Secretary of Defense, John Rubel - had to rent theaters to play the film, a practice known as four-walling, because you simply rent the four walls of the theater.
To do the four walling with the kind of very specialized advertising they wanted to do - they broke the potential audience-going market down into several categories and created advertising specifically for each category - they had to market the film region by region across the country. It took almost a year, but at the end of that year Tom and his team had made an additional $60,000,000 with a film everyone in the industry thought had been lucky to make the initial $32,500,000.
Now, here’s the kicker…
If you add together the initial $32.5M with the $60M from the re-release, you realize by the end of 1973, Billy Jack had made $92,500,000, which made it — I still can’t believe this — the highest grossing film in motion picture history!
Here’s a link to the box office champs of 1973. Scroll back as many years as you want, and you’ll see no film had ever made $92,500,000. I’m still stunned. The Exorcist made $89M, The Sting made $78M, The Godfather $86M, but Billy Jack, for a brief moment in time, was the all-time box office champ at $92.5. Not bad for a film initially shot for $360,000.
[The Variety article included here is courtesy of the Michael Appel collection. Thank you, Michael!]
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