Topline
Comedian Jerry Seinfeld forayed into writing and, for the first time, directing a feature film with the release of a critically panned Pop-Tarts origin story film on Netflix that debuted at the top of the streamer's charts this week—but it was also Netflix's least-watched No. 1 film of the year so far.
Jerry Seinfeld in "Unfrosted."
Key Facts
"Unfrosted," starring Seinfeld and Melissa McCarthy, dropped on Netflix on Friday and racked up 7.1 million views between April 29 and May 5.
The No. 1 spot is a coveted one for films on Netflix—particularly in their debut week—but 7.1 million views is the lowest number of plays received on a No. 1 movie so far this year, and "Unfrosted" fell below the low opening week for "Heart of the Hunter," which had 10.9 million views.
On average, films in the No. 1 spot have received 21.1 million views, with Netflix original “Damsel” in the top slot for No. 1s this year by notching 50.8 million watches in its second week, while Kevin Hart’s heist film “Lift” scored 32.8 million in early January.
"Anyone But You" spent its second week at No. 2 on the chart with an additional 6.7 million views, followed by "Rebel Moon — Part Two" in third place (6 million), "Woody Woodpecker Goes to Camp" (5.6 million) and "Hack Your Health: The Secrets of Your Gut" (5.4 million).
"Secrets of the Neanderthals,” a new historical documentary from Netflix, debuted in the No. 6 spot (5.3 million views), with Robert Downey Jr.'s 2014 drama "The Judge" in seventh (5.3 million), "Shrek" (4.7 million), "Smurfs: The Lost Village (4.7 million) and "Barbarian," a 2022 horror film, rounding out the top 10 with 4.6 million views.
Get Forbes Breaking News Text Alerts: We’re launching text message alerts so you'll always know the biggest stories shaping the day’s headlines. Text “Alerts” to (201) 335-0739 or sign up here.
Key Background
Seinfeld co-wrote "Unfrosted" and directed the movie, loosely based on the true creation of the Pop-Tarts breakfast food. With the exception of a fellow comedian's off-Broadway-play-turned-Netflix-film, it was Seinfeld's feature film directorial debut, but not his first writing gig. He's also credited with writing the 2007 "Bee Movie," “The Seinfeld Story" film and "The Marriage Ref," a two-season reality TV show that aired on NBC. The veteran comedian hit the media circuit hard in the week leading up to the release of the film, appearing on podcasts, talk shows and even "Saturday Night Live" in his blitz, revealing exactly how his pet project came together. When asked how he managed to spoof such a recognizable brand's story—and as many actual names as he did—without permission, he told Variety the sound advice he got from a lawyer: “If people are dead, it’s much harder for them to sue you.” Co-writer Spike Feresten said working on the movie was like working on an episode of the "Seinfeld" sitcom, but "with a much bigger budget."
Big Number
39%. That's the Rotten Tomatoes critic's score of "Unfosted." The film has been praised for its 1960s' period detail and standout cast (other members include Max Greenfield, Hugh Grant and Amy Schumer) but it was mostly panned as "distressingly laugh-free," "childishly silly" and "junk cinema."
Crucial Quote
"If there was a thing called the IMDB Witness Protection Program whereby you could get your name taken off the credits of a particular project, this would be that project," Chicago Sun-Times critic Richard Roeper wrote.
Tangent
"Unfrosted" is just the latest film to be built off of existing brand intellectual property, including last year’s highest-grossing movie, “Barbie,” based off of the Mattel toy and brand. Other films that fit into the trend include "Blackberry," "Air" (based on the origin story of the Air Jordan shoe at Nike) and "Flamin’ Hot," the Eva Longoria-directed story of the hot Cheeto chip. "The Founder" in 2016 starred Michael Keaton as the man behind the McDonald's franchise and "Joy," starring Jennifer Lawrence, earned the actress an Oscar nomination for her portrayal of the Miracle Mop inventor.
