San Diego, California—a small city globally renowned for its comic conventions and military bases—had already fallen silent by midnight, save for a few cinemas still bustling with activity, their lights blazing like it was daytime. An early screening of American Sniper had just ended, and David James, a market researcher for CinemaScore, stood by the theater exit armed with small gifts and a recording device. Spotting moviegoers exiting the auditorium, he immediately approached them.
After a brief explanation of his intent and handing over a small gift, one burly viewer, who seemed particularly rugged, willingly participated in the survey.
"The film felt incredibly real. I served in Afghanistan, and war is exactly like that—mundane yet brutal. Especially urban combat, where any seemingly inconspicuous corner could hide a deadly bullet," the man began.
Evidently a veteran, he praised American Sniper profusely. "And Matthew Horner's performance—what can I say? It was so authentic. Most snipers I've known are exactly like the one he portrayed: silent guardians perched high above, ensuring the safety of their comrades."
He continued enthusiastically, "Matthew's professionalism is beyond question. Every tactical movement mirrored that of a real soldier, and his military demeanor was impeccable."
David James nodded repeatedly before asking, "Could you give the film a rating?"
"I'd give it an A. Real war is even more brutal than what was shown. But Matthew Horner's performance? That's an A+! He's the most authentic sniper I've ever seen in a movie."
"Thank you very much," David James said as he quickly wrapped up, noticing the veteran seemed ready to dive into even more war stories.
As the veteran walked away with his gift, David James intercepted a younger man in his twenties next.
"Smash their skulls!" the man exclaimed passionately. "We should do exactly what the movie shows: take out anyone who dares launch a terrorist attack against us!"
The young man also gave the film an A+ rating before departing.
David James wasn't surprised by such reactions. He, too, felt deeply enraged by the recent Benghazi terror attacks. Those terrorists just couldn't stop, could they?
One of his colleagues remarked nearby, "The world won't be at peace until every one of those terrorists is wiped out."
Although James found the statement a bit extreme, he largely agreed. Being an American, he seldom delved into the complex factors behind such events.
Later, several calmer moviegoers provided more measured responses.
An older viewer remarked, "This film and Matthew's performance are authentic and unpretentious."
Another viewer, wearing glasses, commented, "While the plot wasn't earth-shattering, Matthew conveyed that being a soldier requires not only professional skills but immense inner strength. The film also reflects the brutal and merciless nature of war."
A female viewer added, "The cinematography was captivating, and the psychological depth of the soldiers was portrayed with great detail. The film effectively highlights the horrors of war through its nuanced moments."
None of these viewers gave American Sniper a rating lower than an A.
However, the majority of responses weren't this calm or objective. With the Benghazi consulate attack fresh in their minds, most Americans were understandably angry.
After wrapping up the theater survey, David James could clearly sense that patriotic fervor sparked by the terror attack had made American Sniper incredibly popular.
Would patriotism forge a box office miracle?
As a frontline market researcher, David James understood Hollywood's tendency to exploit sentimental themes for marketing purposes.
Of course, this wasn't unique to Hollywood.
Thinking again about the Benghazi attack, James felt a surge of anger. However, reflecting on Hollywood's marketing tactics tempered his emotions slightly. Exploiting patriotism to this extent for commercial gain seemed a bit much.
Regardless of his personal feelings, American Sniper showed every sign of becoming a box office juggernaut.
Finishing his work for the evening, David James headed to the box office area and struck up a conversation with the operations manager.
"The head office is very optimistic about Matthew Horner's film," the manager said. "His movies are always hits, and with the Benghazi attack, American Sniper is practically guaranteed to explode."
James nodded. "We've reached a similar conclusion."
The manager added, "This afternoon, the main office issued a directive: starting tomorrow, when American Sniper officially opens, all Empire Entertainment cinemas will increase its screen count by 10%."
"It's going to blow up," James concluded.
Later that night, he compiled data from his surveys. Out of the 55 moviegoers he interviewed, 61% were male, and 85% were aged 20 or older. The film's overall rating averaged an A.
In a specific group—active-duty and veteran military personnel—the film received overwhelming praise. Of the 15 service members surveyed, 14 gave it the highest rating of A+.
Clearly, American Sniper resonated deeply with the military community.
Additionally, James noted a striking pattern: the proportion of active-duty or retired military personnel among attendees was notably high. With millions of veterans across the U.S., their attendance, coupled with that of their families, could contribute hundreds of millions to the film's box office.
The film's marketing had been laser-focused, targeting its core audience with pinpoint precision.
With Matthew Horner as a marquee name, the Benghazi attack providing unintended publicity, and expertly executed promotion and distribution, James couldn't see how American Sniper wouldn't be a massive success.
The surge of patriotism sweeping through American audiences was indeed remarkable.
At Thursday night's 3,555 early screenings, American Sniper achieved an average occupancy rate of 60%, raking in $13.2 million—a record for September's early screenings in the history of the North American box office.
When Matthew received these figures, he finally felt a sense of relief. No matter how promising pre-release forecasts might seem, actual box office numbers were the truest indicators of a film's market performance. History had seen plenty of highly anticipated films flop spectacularly.
For an investor, nothing was more crucial than revenue.
Beyond box office data, Matthew also received reports of glowing reviews from critics—an anomaly for his typically blockbuster-focused, popcorn-fare projects. In the past, Matthew had avoided spending money on critic outreach. Even when critics sought perks during early screenings, he often turned them down.
As a result, his films rarely garnered favorable critical reception.
However, the social climate now worked in his favor. Most critics knew better than to challenge the prevailing patriotic sentiment.
Todd McCarthy of The Hollywood Reporter offered high praise: "With Clint Eastwood at the helm, this film couldn't have had a more fitting director. Beneath its seemingly straightforward narrative lies a gripping intensity. Matthew Horner delivers his best performance yet, with the climactic sandstorm shootout leaving audiences breathless."
Glenn Whipp of the Los Angeles Times wrote: "Clint Eastwood once again uses cowboy spirit to capture the essence of America. From everyday life to battlefield routines, the film eschews dramatization, avoiding grandiose portrayals of war heroes or poetic reflections on trauma. It's simply a journey fueled by a pure and steadfast cowboy spirit."
Renowned critic David Bordwell lauded: "Matthew Horner's exceptional acting and military-grade precision bring to life a sniper with depth and authenticity."
Matthew couldn't recall the last time critics had spoken so kindly about him.
Critics, it seemed, were no fools. Their adaptability to social trends was almost instinctual.
With the halo of patriotism amplifying its impact, American Sniper was gaining unstoppable momentum.
By Friday morning, the film's North American theater count had risen to 4,355—a new record for R-rated films.
Under normal circumstances, R-rated films struggled to secure more than 3,500 theaters, let alone surpass 4,000.
Yet thanks to Matthew's star power and the wave of patriotic fervor, American Sniper had been granted the same treatment as a major PG-13 summer blockbuster.
The film didn't disappoint. In September, traditionally a quiet season for North American cinemas, American Sniper sparked an unprecedented surge in moviegoing.
By Friday morning, theaters screening the film were packed, resembling the bustling weekends of the summer season. In military-heavy regions such as San Antonio, Moore, Richmond, Texas, and New Mexico, some cinemas even reported sold-out shows.
As various media outlets described it, American Sniper was a fall release rivaling the popularity of summer blockbusters.
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