Take-Two Says Borderlands Movie Boosted Game Sales Despite Disappointing Release

A couple of months ago, the long-awaited Borderlands movie finally hit theaters. Despite years of anticipation, the adaptation failed to capture the essence of the franchise, receiving mixed reactions from fans and new audiences alike. Interestingly, the company behind the franchise, Take-Two Interactive, shared that the movie’s release still proved financially worthwhile, albeit in a non-traditional way.

Unexpected Gains Amid Poor Reception

Despite its lackluster reception, Take-Two CEO Strauss Zelnick noted that the movie’s launch contributed to increased sales and interest in the Borderlands video game series. During a recent earnings call, Zelnick acknowledged the film adaptation’s shortcomings but emphasized the positive impact it had on the game’s catalog by enhancing brand visibility.

The film, starring Cate Blanchett, was widely criticized, with fans and critics dubbing it a disaster. The movie only generated $4 million in its opening before moving quickly to streaming. Yet, Zelnick pointed out that while they didn’t expect major revenue from the film, it succeeded in rekindling interest in the video game franchise, which ultimately benefited the company.

This trend, according to Zelnick, underscores how film adaptations, even those that fall short of expectations, can still serve to spotlight intellectual property. He noted, however, that Take-Two remains cautious about licensing its brands for other media, as quality and success standards are crucial for preserving their franchises’ integrity.

Looking forward, the company plans to license its properties sparingly, with Zelnick concluding that while adaptation success isn’t always guaranteed, strategic, carefully-managed projects could continue to enhance visibility and offer potential benefits for its most iconic titles.