Swiftmania comes to the cinema

In Montreal and around the world, Taylor Swift fans stormed cinemas on Friday for the release of the film from her tour Eras. The Press attended a screening, which, between the loud applause and the cries of excited spectators, had the feel of a concert.

Few films create such an event, and even fewer do a concert film.

Friday, the release in Quebec of Taylor Swift: The Eras Tour aroused a degree of enthusiasm comparable to that observed with barbielast summer.

At the Cineplex Odeon box office in Brossard, one glance was enough to spot the singer’s fans, mostly young women.

Their faces covered in glitter, they arrived in a group, arm in arm, barely containing their excitement. The four performances of the evening were all sold out or almost sold out.

“I might lose my voice for the rest of the weekend!” », says Audrey Mercier, dressed in a t-shirt bearing the image of her idol.

Because once in the room, anything goes. Including singing at the top of your lungs and dancing between the rows of seats.

Most of the fans met there had not managed to obtain a ticket for one of the singer’s six concerts planned in Toronto, the only Canadian city where she will stop as part of the tour Eras.

This film is their consolation prize.

“I’m glad she made a film for people who won’t be able to go to her show,” says Zena Madi, wearing Taylor Swift’s signature crimson lipstick.

First progress

Known for her flashes of brilliance, the singer surprised her fans by bringing forward the release of her film by one day, which was initially due to be released on Friday.

Despite the short notice, around forty motivated fans came to the Scotiabank Cinema in Montreal on Thursday evening. Like many, Carla Billon was unable to wait until tomorrow. “Even though I have tickets for [vendredi], I had to go there this evening. And I’m going back again on Saturday! “, exclaimed the young woman.

Even in the cinema, fans wanted to reproduce the rituals of the tour, including wearing one or other of the many outfits that marked the different musical eras of Taylor Swift.

Dressed in a white summer dress and wearing a cowboy hat, one sported the singer’s country look, emblematic of her debut. Further away, another was dressed like the artist in the music video for You Belong With Mefrom the white t-shirt to the checkered pajama bottoms.

“I expect the rooms next door to be disturbed!” “, joked Gabrielle Moreau. “I expect to cry!” », In turn launched Juan Pablo Vera.

A few minutes before the start of the film, the two friends exchanged friendship bracelets with other fans.

It’s another ritual of the tour Eras : Fans exchange handmade friendship bracelets, a symbol of the bond that unites them.

“I really love our community. We’re still crazy, but in a good way! », underlines Alexia Martins above the cries of exaltation.

A few rows down, an octogenarian sat alone waiting for the screening to begin. “My daughter is the Taylor Swift fan. I came here to see what it’s all about,” he explained behind his mask.

Then, glancing at the group of excited fans behind him, “I hope they don’t make so much noise during the movie.” »

$100 million in pre-sale

In Quebec, the enthusiasm generated by the release of the film delighted cinemas. “Pre-sales are very good,” confirms Mario Fortin, general director of the Association of Cinema Owners of Quebec.

According to the film’s distributor, AMC Theaters, pre-sales of tickets generated $100 million. By comparison, Thursday’s preview revenue was relatively low, totaling $2.8 million for participating theaters.

It must be said that most fans had already purchased their tickets for the official premiere on Friday, especially since not all cinemas were able to schedule the film at the last minute. In Quebec, tickets were put online in the afternoon only, and in only a handful of cinemas.

“Canceling a film to put something in at the last minute is not easy,” says Mario Fortin.

Like a concert

Nonetheless, those who were at the cinema on Thursday seemed won over. The second the lights went out in the theater, any cinematic code of conduct disappeared.

When the singer appeared on screen in her shimmering leotard, most of the audience jumped to their feet.

For almost three hours – the film shows almost the entire concert – they danced, sang and shouted the words of the songs at the top of their lungs. Some hugged their seatmate, others screamed at the first notes of their favorite song. It must be said, their excitement was contagious, and at times, we almost felt like we were at the concert, and in the best seat, at that.

” I loved ! I felt like I was there,” exclaimed Samar Attar after the performance. And his sister, Gida, added: “Since we didn’t manage to get tickets, we were at least able to have this experience. »