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Taylor Swift Fans Turn Out Early for Book Launch at Target

Taylor Swift attends an in conversation with Taylor Swift event at the Toronto International Film Festival on Sept. 9, 2022. (AP)
Taylor Swift attends an in conversation with Taylor Swift event at the Toronto International Film Festival on Sept. 9, 2022. (AP)
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Taylor Swift Fans Turn Out Early for Book Launch at Target

Taylor Swift attends an in conversation with Taylor Swift event at the Toronto International Film Festival on Sept. 9, 2022. (AP)
Taylor Swift attends an in conversation with Taylor Swift event at the Toronto International Film Festival on Sept. 9, 2022. (AP)

Taylor Swift fans and their parents lined up outside some of Target's nearly 2,000 US stores early on Black Friday to buy copies of her new Eras Tour book.

Hoping to buck a long stretch of slowing sales at Target stores - with penny-pinched shoppers making purchases at rival retailers - the big-box chain teamed up with Swift to build on the fan momentum she experienced following her Eras Tour concerts.

Several customers queued up outside Target stores as early as 5 a.m. ET in freezing temperatures, with most of them there to snap up Swift merchandise, Reuters reported.

"Yeah, it's really cold but we're here to get Taylor Swift's tour book and her latest vinyl drop," Carlos Miracle, a 31-year old Swift fan, said while waiting outside a Chicago store.

Parents of teenage daughters and youngsters in their late 20's were up and about to buy Swift's Eras Tour book priced at $39.99 at Target. The retailer is also making available a vinyl album and CD version of "The Tortured Poets Department: The Anthology" for the first time containing 35 tracks including four acoustic bonus songs.

The vinyl version is being sold at $59.99 and CDs for $17.99, according to Target's website.

Swift, 34, has been setting music industry milestones and boosting local economies with The Eras Tour, with the last leg of the concert happening in Canada currently, a phenomenon that some economists have termed " Swiftflation."

Swift had released her latest Tortured Poets album in May during Target's first quarter, boosting its sales in its entertainment category by a high-single-digit percentage.

On Friday, Julia Corrin, a 39-year old from Pittsburgh bought the Era Tour book. The tour was a "really special moment ... and it'll be great to have something to remember it by," she said.

In New Jersey, 28-year old Amy Webb was in line to get her hands on the new Eras Tour book. "I usually don't buy anything during the holiday season, but wanted to get my hands on this before it sells out," she said.

On X, formerly known as Twitter, users shared images of long queues to grab Swift's merchandise while some noted that a few Target stores saw nearly empty shelves for the Eras Tour book and were out of Tortured Poets vinyl as of 9:30 a.m.

"The vinyl went quick, I don’t know exactly how many my store got, but I was in line at 5. By the time it was my turn the employee told me there were only 8 left," said an X-user Rachel.

There were no fans in line as of 8:30 a.m. at one Target store in New Jersey that had opened two and a half hours earlier. Its rack holding copies of the Eras Tour book was half empty.

To boost sales during the holiday season, which is shorter than in previous years with only 26 days between Thanksgiving and Christmas, Target will begin to offer the Eras Tour book and vinyl and CD version of her Tortured Poets album on its app and website beginning Saturday.

"That's the only reason I am here, we don't want to go online and see that it is sold (out)," said a 35-year old Marriott Hotel employee Adrian Antuna, who was waiting to get his hands on the Eras Tour book and a couple of the Tortured Poets Department vinyl albums.

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‘Wicked’ and ‘Gladiator’ Make Gravity-Defying Theater Debuts

People wait to watch a screening of the film "Wicked" at the TCL Chinese Theater in Los Angeles, California, US, November 23, 2024. (Reuters)
People wait to watch a screening of the film "Wicked" at the TCL Chinese Theater in Los Angeles, California, US, November 23, 2024. (Reuters)
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‘Wicked’ and ‘Gladiator’ Make Gravity-Defying Theater Debuts

People wait to watch a screening of the film "Wicked" at the TCL Chinese Theater in Los Angeles, California, US, November 23, 2024. (Reuters)
People wait to watch a screening of the film "Wicked" at the TCL Chinese Theater in Los Angeles, California, US, November 23, 2024. (Reuters)

With a combined $270 million in worldwide ticket sales, “Wicked” and “Gladiator II” breathed fresh life into a box office that has struggled lately, leading to one of the busiest moviegoing weekends of the year.

Jon M. Chu’s lavish big-budget musical “Wicked,” starring Ariana Grande and Cynthia Erivo, debuted with $114 million domestically and $164.2 million globally for Universal Pictures, according to studio estimates Sunday. That made it the third-biggest opening weekend of the year, behind only “Deadpool & Wolverine” and “Inside Out 2.” It’s also a record for a Broadway musical adaptation.

Ridley Scott’s “Gladiator II,” a sequel to his 2000 best picture-winning original, launched with $55.5 million in ticket sales. With a price tag of around $250 million to produce it, “Gladiator II” was a big bet by Paramount Pictures to return to the Coliseum with a largely new cast, led by Denzel Washington and Paul Mescal. While it opened with a touch less than the $60 million predicted in domestic ticket sales, “Gladiator II” has performed well overseas. It added $50.5 million internationally.

Going into the weekend, box office was down about 11% from last year and some 25% from pre-pandemic times. That meant this week's two headline films led a much-needed resurgence for theaters. With “Moana 2” releasing Wednesday, Hollywood might be looking at historic sales over the Thanksgiving holiday.

“This weekend’s two strong openers are invigorating a box office that fell apart after a good summer,” said David A. Gross, a film consultant who publishes a newsletter for Franchise Entertainment.

The collision of the two movies led to some echoes of the “Barbenheimer” effect of last year, when “Barbie" and “Oppenheimer” launched simultaneously. The nickname this time, “Glicked,” wasn’t quite as catchy and the cultural imprint was also notably less. Few people sought out a double feature this time. The domestic grosses in 2023 – $162 million for “Barbie” and $82 million for “Oppenheimer” – were also higher.

But the counter-programming effect was still potent for “Wicked” and “Gladiator II,” which likewise split broadly along gender lines. And it was again the female-leaning release – “Wicked,” like “Barbie” before it – that easily won the weekend. About 72% of ticket buyers for “Wicked” were female, while 61% of those seeing “Gladiator II” were male.

And while “Barbenheimer” benefitted enormously from meme-spread word-of-mouth, both “Wicked” and “Gladiator II” leaned on all-out marketing blitzes.

Both movies pulled out all the stops in global advertising campaigns that spanned everything from “Wicked” Mattel dolls (some of which led to an awkward recall) to an Airbnb cross-promotion with the actual Colosseum in Rome. For “Gladiator II,” Paramount even took the unusual step of simultaneously running a one-minute trailer on more than 4,000 TV networks, radio station and digital platforms.

Though “Wicked” will face some direct competition from “Moana 2,” it would seem to be better set up for a long and lucrative run in theaters. Even at 2 hours and 40 minutes, the film has had mostly stellar reviews. Audiences gave it an “A” on CinemaScore. The reception for “Wicked” has been strong enough that Oscar prognosticators expect it to be a contender for best picture at the Academy Awards, among other categories.

Producers, perhaps sensing a hit, also took the step of splitting “Wicked” in two. Part two, already filmed, is due out next November. Each “Wicked” installation cost around $150 million to make.

“Gladiator II” has also enjoyed good reviews, particularly for Washington's charismatic performance. Audience scores, though, were weaker, with ticket buyers giving it a “B” on CinemaScore. “Gladiator II” will make up for some of that, however, with robust international sales. It launched in many overseas markets a week ago, earning $87 million before landing in North America.