'Jackass' Brand Trumps A-List at Box Office

'Jackass' Brand Trumps A-List at Box Office

What do A-listers like Brad Pitt, Michael Fassbender, Cameron Diaz, Javier Bardem and Penelope Cruz have in common?

Based on the weekend’s box office receipts, they all lack the clout of the “Jackass” brand.

The Counselor, the new Ridley Scott drama starring the aforementioned actors, earned a fourth of what Jackass Presents: Bad Grandpa hauled in over the weekend. That movie’s big attraction? Johnny Knoxville buried under old age makeup. It still proved enough to earn $32 million compared to The Counselor’s $8 million sum.

It likely didn’t matter who lurked beneath the latex wrinkles.

A-listers simply don’t lure people into theaters as they once did. Audiences want brands first and foremost. Star Wars. Spider-Man. James Bond. And, yes, Jackass. People know what to expect from said brands, and they also rarely get insulted by them. James Bond has yet to endorse a political candidate, and Spider-Man isn’t telling movie goers just how wonderful healthcare.gov truly is.

The death of the movie star is very real, and the ascension of one very Bad Grandpa only confirms it.