How ‘Materialists’ became a $100M global hit for A24 and Sony

Celine Song’s romantic drama has topped $100M worldwide, led by Dakota Johnson, Chris Evans and Pedro Pascal.

Celine Song’s romantic drama Materialists has officially crossed the $100 million milestone at the global box office, cementing its place as one of the biggest surprise hits of the year. The A24 release, supported internationally by Sony Pictures Worldwide Acquisitions, has grossed $101.3 million to date, with $64.8 million coming from overseas markets.

The film stars Dakota Johnson as Lucy, a New York matchmaker caught between Pedro Pascal as John, her seemingly perfect partner, and Chris Evans as Harry, the imperfect ex who still holds her heart. With its fresh take on modern relationships, the movie has resonated strongly with audiences, becoming the top romantic drama of 2025 and second only to Bridget Jones: Mad About the Boy among romance films this year.

Made for around $20 million, the film’s success reflects a combination of savvy marketing, high-profile festival appearances, and viral promotional moments. Sony rolled out international releases from June through September, beginning in Australia and New Zealand before moving to Europe, Latin America, and Asia. Key markets include Germany, which has delivered $5.4 million, followed by the UK with $5.2 million, Mexico with $5 million, Australia with $4.7 million, and Spain with $4.1 million.

RELATED

Celine Song claps back at criticism that 'Materialists' is "broke man propaganda"

Part of the movie’s cultural impact came from its cast’s willingness to actively engage in promotion. Johnson appeared on Hot Ones and Vogue Rapid Fire alongside Pascal, while a playful on-camera kiss between the stars went viral across TikTok and Instagram. Evans joined in the campaign with interviews and fan events, while Song herself toured film festivals from Cannes to Mallorca, adding a prestige factor to the buzz.

Sony’s marketing team also embraced inventive strategies, including ‘Global Girls’ Night’ screenings, influencer partnerships across TikTok and YouTube, and themed events like matchmaking screenings in Taiwan and speed dating tie-ins in Sweden. In the Netherlands, a custom gown inspired by Lucy’s blue dress in the film debuted at a major gala, further amplifying fashion connections.

With its blend of romance, comedy, and star power, Materialists has exceeded expectations, proving that a mid-budget, well-crafted script can still drive box office success worldwide