Sydney Sweeney’s New Niche Film Flops After American Eagle Ad Controversy

Sydney Sweeney’s new niche film “Americana” came in 16th at the box office in its opening weekend after the controversy surrounding her American Eagle ad campaign.

The film, shown in just 1,123 theaters domestically, also starred Paul Walter Hauser and Halsey. Written and directed by Tony Tost, “Americana” is estimated to have brought in an underwhelming $500,000 during its opening weekend, according to The Hollywood Reporter.

By contrast, “Weapons” earned $25 million playing in 3,450 theaters domestically and $18.4 million internationally in its second weekend (after earning $43.5 million domestically and $71.8 million globally when it opened the prior weekend). “Freakier Friday,” which also opened the prior weekend, earned $14.5 million domestically in 3,975 theaters and $4.9 internationally this past weekend.

Despite the numbers, the Lionsgate indie film was apparently catering toward a niche group and will still be profitable for its Lionsgate Premiere Releasing label, Deadline reported. The label is home to the company’s “specialty” films that cater to the “next generation.”

It’s not completely clear whether Sweeney’s ad affected the film’s success.

The crime and thriller Western made its premiere in 2023 at SXSW, but wasn’t released in theaters until Friday. The film’s theater release comes about two years after its original financier, Bron Studios, went bankrupt, according to Deadline.

The film also arrived on the heels of Sweeney’s controversial ad campaign that boasted about her “great jeans,” a play on words that referenced her genes. Critics of the ad called it racist and said it was promoting eugenics.

“Genes are passed down from parents to offspring, often determining traits like hair color, personality, and even eye color,” Sweeney says in the ad. “My jeans are blue.”

A voice-over then says: “Sydney Sweeney has great jeans.”

The Hollywood Reporter called it “the biggest controversy of her career.” Yet, the White House defended the ad and President Donald Trump praised the “Euphoria” star for it.

White House Communications Director Steven Cheung said the criticism of the ad was indicative of “cancel culture run amok.”

Trump wrote in a Truth Social post about a week later: “Sydney Sweeney, a registered Republican, has the ‘HOTTEST’ ad out there. It’s for American Eagle, and the jeans are ‘flying off the shelves.’ Go get ’em Sydney!”

Representatives for Sweeney, Tost and Lionsgate did not immediately return a HuffPost request for comment.