“Don’t They Know How Bad it Is?”

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Jason Momoa

Jason Momoa and his ratty weave fight off a terrible opening night.

I found a lovely bit of rare information over at Quora the other night: several film professionals answering the question, “what’s it like to have your film flop at the box office?” with a smaller subhead reading “don’t they know how bad it is before it comes out?”

The answers are fascinating. One writer/director details the expectations, the paranoia, the fading hope, and finally the emotional horror of a terrible opening night. It’s a lot like watching a hurricane make landfall, if I may be so timely.

Interesting in these answers are a lot of the same things we as designers see in our projects. There are periods we must blindly hope everyone collaborates well and makes their best choices, and moments we’re simply soldiering on believing something will come out well—even though we know it won’t.