Box Office Struggles and Critical Divide Mark Archewell's Documentary Debut
Cookie Queens, the executive producer debut for Prince Harry and Meghan Markle, faced a difficult US theatrical release with low box office returns. While some critics praised its honesty, others dismissed the production as lacking spontaneity and historical depth.
Key takeaways
- Cookie Queens failed to reach the top ten during its US theatrical debut, earning roughly £500 per screening.
- Critical reception was polarized, with major outlets criticizing a lack of spontaneity while others praised its honesty.
- The project marks the first official executive producer effort for the Duke and Duchess of Sussex outside of their Netflix contract.
- The film's commercial struggle follows the downgrading of Archewell's Netflix deal to a first-look agreement.
What Happened
Archewell Productions, the media firm led by the Duke and Duchess of Sussex, released its first documentary feature, Cookie Queens, in US theaters on August 7. The film, directed by Alysa Nahmias, tracks the six-week annual tradition of American girl scouts selling cookies to raise funds. Despite the involvement of high-profile executive producers and a screening at the Sundance Film Festival, the project failed to achieve commercial success during its opening weekend.
Box office data indicates the film earned less than £250,000 across 446 cinemas, averaging approximately £500 per screening. The documentary did not reach the top ten list of releases and was outperformed by CatVideoFest 2024, which secured higher total earnings despite showing on 191 fewer screens. Neither Archewell nor distributor Roadside Attractions have disclosed the total production or marketing expenditures for the project.
Why It Matters
The performance of Cookie Queens serves as a metric for the Sussexes' transition from subjects of media to executive producers. After signing a $100 million deal with Netflix in 2020—which was later adjusted to a 'first look' agreement—the couple has sought to establish a footprint in Hollywood independent of their personal biographies. However, Netflix did not acquire this specific project, and the theatrical results suggest a disconnect between the producers' celebrity status and their ability to draw cinema audiences for observational documentary content.
Background
The subject of the film, the Girl Scout cookie program, has been a cultural fixture in the United States since 1917. The documentary focuses on girls aged five to 12 navigating the stresses of deadlines and customer interactions. Before its wide release, the film received support from the Sundance Documentary Fund and held a special screening in July attended by the Duchess of Sussex.
Key Facts
- The film earned less than £250,000 in its US opening across 446 theaters.
- It is the first executive producer credit for Prince Harry and Meghan Markle.
- Variety critic Owen Gleiberman characterized the film as a 'reality-show ramble' lacking in historical context.
- The San Francisco Chronicle described the production as 'staged' with little spontaneity.
- The Boston Globe provided a positive review, noting the film's 'surprising honesty' and 'bite'.
- The documentary holds a 92 percent positive rating on Rotten Tomatoes, though individual audience reviews remain polarized.
- A UK release date for the film has not yet been established.
Sources reviewed
Project Chintan independently synthesized and analyzed information cross-checked across the sources listed above.
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