Even though it’s been recognized as one of the most beloved films ever made by fans and critics alike, even though it earned seven Oscar nominations, even though it’s still broadcast regularly on cable, even though the United States Library of Congress selected it for preservation in the National Film Registry, “The Shawshank Redemption” bombed at the box office when it debuted in 1994.
“It’s quite simple: We did not do well (initially). We barely made our budget back. The main obstacle was the title. Nobody knew what a ‘Shawshank Redemption’ was,” explained Mark Rolston, alias inmate Bogs Diamond.
He recalled how executives wrestled over the title. There was a 2-page list of alternate titles.
“They were the dumbest titles ever! The studio, maybe rightly so, was stuck on the fact about how to market a movie called ‘The Shawshank Redemption,’” said Rolston. “There’s a list in my head of funny ways of how people would pronounce the title. I had a person say, ‘You were in the “Rimshank Rendition,” right?’ Women passed once they found out it was a prison movie. It wasn’t until the film was acclaimed about being a movie about friendship, word of mouth got out.”
Ann Arbor Public Schools film/media arts teacher Robert Fox shared his insight.
“I have stopped trying to understand how the box office works in terms of what is a hit, what isn’t a hit, what becomes a hit, etc. Especially in this day and age of streaming,” said Fox. “I remember it being a profound flop when it came out, box-office wise. I was just a senior in high school, but I was already following box office reports and trends. Honestly, I think the title was off-putting to people who weren’t familiar with the source material. I would be curious to see how this movie was marketed vs. ‘Pulp Fiction’ and ‘Forrest Gump’ (two blockbuster hits that also debuted in 1994). Guessing it wasn’t nearly as much, especially when compared to ‘Forrest Gump.’ ‘Pulp Fiction’ had that festival buzz going for it and was seen as the hippest thing around – especially for a nerdy high school film boy.”
Based on “Rita Hayworth and the Shawshank Redemption” – a novella included in the anthology “Different Seasons” by New York Times best-selling author Stephen King – writer/director Frank Darabont (who went on to direct two more King adaptations: 1999’s “The Green Mile” and 2007’s “The Mist”) bought the rights to “Shawshank” in 1987 for $5,000. King never cashed Darabont’s check. Several years after the movie came out, King framed the check and mailed it back to Darabont with a note: “In case you ever need bail money. Love, Steve.”
“Shawshank” occurs in Portland, MN circa 1947 and is narrated by inmate Ellis “Red” Redding (Oscar winner Morgan Freeman, “Million Dollar Baby”). Banker Andy Dufresne (Oscar winner Tim Robbins, “Mystic River”) is sentenced to two consecutive life sentences for murdering his wife and her lover, although he is innocent. Andy and Red, a contraband smuggler who’s been “known to locate certain things from time to time,” become friends. Red procures a small rock hammer and a large poster of legendary Hollywood starlet Rita Hayworth for Andy.
In 1949, Andy overhears Capt. Byron Hadley (Clancy Brown, “Shoot to Kill”) complaining about being taxed to the hilt after inheriting money from his late brother. Andy offers to help Hadley receive the inheritance with the least amount of taxes owed. Andy also makes enemies of Bogs and his gang of prison rapists called the Sisters. After they brutally attack Andy and nearly kill him, Hadley beats Bogs within an inch of his life and cripples him. Afterwards, the Sisters leave Andy alone.
“Most of the time, men who recognize me for Bogs say to me, ‘You know something, you’re the reason I never went to prison.’ That’s a good one,” recalled Rolston.
Warden Samuel Norton (Bob Gunton, “Argo”) uses Andy’s financial acumen to manage financial matters for him, Hadley, and other prison staff. In 1963, Norton begins exploiting prison labor for public works, profiting by undercutting skilled labor costs and receiving kickbacks. Andy launders the money for Norton using the alias “Randall Stephens.” He quips that he had to go to prison to become a criminal.
After learning a criminal named Elmo Batch (Bill Bolender, “Nixon”) is responsible for murdering his wife and her lover, Andy goes to Norton, who refuses to listen. As punishment, he puts Andy in solitary for two months and threatens to rescind his special privileges if he refuses to help Norton with his money laundering schemes. Red is worried that a seemingly despondent Andy plans to commit suicide.
(SPOILERS AHEAD) Turns out, Andy staged an elaborate prison break digging a tunnel for 20 years with the rock hammer using the poster to cover the hole in the wall. As Randall Stephens, he withdraws $370,000 of Norton’s dirty money and sends Norton’s ledger to the media. As a result, the State Police raid Shawshank. Hadley is arrested and Norton commits suicide. Andy sets up shop in Mexico, restoring an old boat, and is joined by Red who finally gets paroled (END SPOILERS).
“It was a brilliant script,” said Rolston. “It’s a whole other world that was made believable. People got sucked into it. You were with Andy until the very end. That’s pretty amazing.”
He added, “It is a beautiful story about hope and redemption. Those themes never grow old and we now need hope and redemption more than ever.”
In the end, “Shawshank” grossed $16 million at the box office (on a $25 million budget), despite its critical acclaim. When it was rereleased again in early 1995 after its Oscar nominations, it grossed a total of $73 million – $12 million domestically and $45 million internationally – at the box office. Fox called “Shawshank” one of King’s best adaptations. Even King himself stated in interviews it’s one of his favorite adaptations of his work.
“Let’s face it: Most King film adaptations just don’t quite work. And then the one that might work best is the one King hated the most: (1980’s) ‘The Shining,’” said Fox.
“King often gets typecast as a horror writer – for good reason, of course. But in his entire body of work, he wrote so much non-horror – or, at least, more dramatic stories where horror/thriller aspects were more at a minimum – and several masterpieces that play more as drama, including ‘Shawshank,’ of course. One of his greatest works is his memoir ‘On Writing.’ Then there is his time travel masterpiece, ‘11/22/63.’”
Despite its disappointing box-office returns, in what was then considered a risky move, Warner Home Video shipped 320,000 rental video copies throughout the U.S. in 1995. It went on to become the top-rented film of that year. Positive recommendations, repeat customer viewings, and being well-received by both male and female audiences were considered to be essential for its rental success. It made approximately $100 million via home media sales and television licensing.
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“Because of the wonders of (home media)… the movie would never have made it. (Home media) saved it,” said Rolston, who still gets residuals from “Shawshank.”
Fox attributed the movie’s success to the simple power of word of mouth.
“(‘Shawshank’) became a slow-build, word-of-mouth sensation that has earned a place as one of the most beloved movies. It is not just an allegorical reminder of the hope that we all need, but also a reminder that judging a movie on box office returns alone is not a true indicator of a film’s impact – both short and long-term. Some of the all-time greatest movies were ‘bombs’ at the box office, including ‘Citizen Kane’ and ‘It’s a Wonderful Life.’ ‘Shawshank’ most certainly belongs on a top shelf alongside those classics.”
Robbins is proud of his work on “Shawshank.”
“It’s made the connection to the heart,” he said. “And I think that’s what all great art can do… It has the potential to transform people emotionally. I think that’s an essential function of art. I’m honored to be part of a movie that has touched so many people in such a profound way.”
