Entertainment Blog #321 | Air [2023] : Soaring to New Heights with Michael Jordan...
"Air" is a true story drama directed by Ben Affleck, who also stars and produces alongside Matt Damon through their company, Artists Equity. Affleck collaborated with his frequent team, including cinematographer Robert Richardson and editor William Goldenberg. Despite Michael Jordan's non-involvement, he provided insights, such as casting Viola Davis as his mother. Initially set for Amazon Prime Video, positive test screenings led to a theatrical release. The film hit theaters on April 5, and received positive reviews.
In 1984, Nike's basketball division faced potential closure due to poor sales. Marketing VP Rob Strasser and CEO Phil Knight tasked talent scout Sonny Vaccaro with finding a new representative. Strasser and Phil think in a boxy manner. But Sonny is not like that. He wants to take a risk. He wants not just to survive another year in the market. He wants to reach new heights at Nike.
And for that, Nike needs Michael Jordan. That was Sonny's idea. But at first, Strasser and Phil didn't agree to the plan. Vaccaro believed Jordan is the perfect fit for Nike. Convincing Jordan's mother, Deloris, that Nike would prioritize her son over Adidas and Converse, Vaccaro secures a meeting at Nike's headquarters. With the entire $250,000 budget devoted to hiring Jordan, the team prepares their pitch.
The meeting goes well, but Adidas counters with a lucrative offer. Undeterred, Deloris calls Vaccaro, stating Michael will sign if he receives a percentage of each Air Jordan sold. Though industry norms oppose this, Knight approves the unprecedented deal, securing Jordan's endorsement. The Air Jordan line exceeds expectations, earning $162 million in its first year and revolutionizing Nike's fortunes.
"Air" stands out by focusing on the business side of sports, specifically the behind-the-scenes maneuvering that led to one of the most iconic athlete endorsements in history. Unlike typical sports dramas centered on the athlete's journey, "Air" delves into the corporate strategies, personal convictions, and innovative thinking that changed the game for Nike and Michael Jordan. The film's attention to the cultural and economic impact of this partnership offers a fresh perspective on the sports industry.
Critics have lauded "Air" for its engaging narrative and stellar performances. On Rotten Tomatoes, it boasts a 93% approval rating, with an average score of 7.7/10. Metacritic reflects "generally favorable" reviews, scoring 73 out of 100. CinemaScore audiences awarded it an "A," while PostTrak indicated a 93% positive score. Reviews highlighted the dynamic direction by Affleck, a compelling screenplay by Alex Convery, and outstanding performances, particularly from Damon and Affleck. The film's portrayal of the American dream and its insightful look into the business of sports have been widely praised.
With a production budget between $70–90 million, "Air" grossed $90.1 million worldwide. In its opening weekend, it faced competition from "The Super Mario Bros. Movie" but still managed a respectable $14.4 million in the US, finishing third. Internationally, it garnered $10.5 million from 59 markets initially, with a total overseas gross of $37.6 million. Despite its streaming origins, "Air" proved its theatrical viability, bolstered by a $40–50 million marketing campaign, including a high-profile Super Bowl ad. In conclusion, "Air" is a testament to the power of visionary thinking and strategic risk-taking, offering both inspiration and entertainment in equal measure.