The encyclopedia · Product & Design · Product decision · 1987
Ishtar: a $51M spy comedy that grossed $14M, the archetype of the Hollywood flop
Elaine May's $51M spy comedy, starring Beatty and Hoffman, grossed $14.4M and lost ≈$40M — the archetype of the Hollywood flop.
Columbia Pictures · 1987-05-15
What happened
Ishtar, a comedy-adventure written and directed by Elaine May and starring Warren Beatty and Dustin Hoffman as two struggling singer-songwriters, was budgeted at an initial cap under $28 million that grew to about $51 million as reported conflict between May and Beatty dragged the shoot out. Columbia Pictures released it in the United States on May 15, 1987.
It grossed $14.4 million worldwide against that roughly $51 million budget, with up to another $20 million spent on prints and marketing. Industry insiders had openly predicted its failure well before release, on the strength of the runaway cost and the well-publicized behind-the-scenes turmoil.
Ishtar lost an estimated $40 million and became the archetype of the Hollywood flop — the 'Ishtar of...' idiom and decades of pop-culture references made the film's reputation as a disaster part of its cost. The very word came to mean a movie so expensive and so rejected it becomes a punchline.
Why it happened
- The budget ballooned from under $28M to about $51M amid an open director-producer feud, so the film needed a hit-sized audience it was never built to reach.
- The premise — two terrible singers bumbling through a Middle East caper — had no natural mass audience, and advance word of the cost and chaos made the release a target before it opened.
- Columbia released it as a wide event film; the $14.4M gross meant the studio burned the prints-and-marketing spend to bring back a few million.
The lesson
Cost is a contract with the audience: a $51M comedy needs a broad audience, and a premise nobody was waiting for cannot supply one — the size of the budget is the size of the bet.
Sources
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