Crackle Releases Viewership Data to Tout 'Joe Dirt 2' as Early Success
The David Spade comedy has outperformed all other content on Crackle since its Wednesday premiere.
Joe Dirt 2: Beautiful Loser is looking more like a winner for Crackle.
The David Spade comedy, a sequel to 2001's Joe Dirt, had the most-successful debut of an original movie for the Sony-owned streamer when it premiered online Wednesday, July 15. In its first 24 hours, the film had 278,000 streams, according to Crackle exec vp and general manager Eric Berger.
Crackle is a free, ad-supported service, so it's difficult to compare Joe Dirt 2's streaming performance with a film's theatrical release. But the company did some math to determine that had the film drawn the same number of viewers in theaters with a NATO average ticket price of $8.12, it would have had a Thursday box-office equivalent of $2.25 million.
That would be double the $1.3 million that Joe Dirt made on its opening day in April of 2001, which adjusted for inflation is equal to $1.75 million today. The original film was not a blockbuster, earning $8 million in its opening weekend and $27 million total domestically, but the sequel is clearly a hit for Crackle. The streamer says that Joe Dirt 2 has been the top performing title on Crackle's site — including all original and licensed content — since Wednesday. And according to the company's analysis, half of the people who have watched the movie so far are new to Crackle.
It's a rare move for a streamer like Crackle to release viewership data and sets the company apart from competitors including Netflix, Amazon and Hulu, which have opted to keep ratings and viewership numbers private.
Spade reteamed with Joe Dirt co-writer Fred Wolf to pen the sequel, which Wolf also directed. Adam Sandler's Happy Madison Productions produced the project, with Sandler and Spade executive producing. Joe Dirt 2 picks up after the events of the original, with Spade's Joe Dirt sent back in time. As he fights to get back to his wife (Brittany Daniel) and kids, he is visited by a guardian angel (Patrick Warburton) who imparts some important life lessons.
Joe Dirt 2 was supposed to be released Thursday, July 16, but Spade decided to surprise fans by tweeting Wednesday night that he had decided to release the film early.
Crackle was primarily a home for licensed content during its first few years, but has begun to expand into original programming with series including Comedians in Cars Getting Coffee and Sports Jeopardy! It also has begun to distribute straight-to-digital film projects. Joe Dirt 2 is the fourth such movie following action flick Extraction, thriller The Throwaways and video game adaptation Dead Rising: Watchtower.