Better Man’s producer celebrates the film’s growing cult status, crediting social media buzz for giving the Robbie Williams musical a surprising second life. Better Man tells the life story of British pop icon Robbie Williams, who is portrayed as an anthropomorphic chimpanzee. Directed by Michael Gracey (The Greatest Showman), the film explores Williams’ personal struggles and complicated relationship with fame.

Better Man was released on December 25, 2024, grossing just $22.5 million worldwide on a $110 million budget, making it a box office bomb. That being said, the film left a strong impression, with Better Man earning a positive 89% score on Rotten Tomatoes. Despite its initial lukewarm reception, Better Man has found surprising momentum post-release, particularly online.

Now, in an interview with ScreenRant’s Liam Crowley for Play Dirty, producer Jules Daly reflected on Better Man’s growing cult status, describing the movie as “pretty special.” Daly echoed the sentiment that the film was underseen at the time, but expressed optimism over Better Man’s rising popularity on social media. Check out what Daly had to say below:

[…] I think it will have a life that exists past when we release the film. I think it didn’t quite find its audience, but you know what? You make a movie and it’s out there and people can find it and there is a new buzz around that movie. And Michael Gracey’s an incredible filmmaker, and Robbie was a hoot to work with.

Why 2024’s Better Man Was A Box Office Flop

Paramount Pictures

Despite its surprisingly high production value, the global name recognition of Robbie Williams, and its Christmas Day release, Better Man barely managed to make 20% of its budget, making it a box office bomb. There are many reasons why the film failed commercially, including its crowded theatrical window, and the lack of strong marketing outside the UK — Robbie Williams’ home.

Movie	Box Office	RT Score
The Greatest Showman (2017)	$469 million	56% Tomatometer, 86% Popcornmeter
Better Man (2024)	$22.5 million	89% Tomatometer, 90% Popcornmeter

As a comeback for The Greatest Showman’s Michael Gracey, Better Man‘s shortcomings are even more notable. With a budget of $84 million ($16 million less than Better Man), The Greatest Showman grossed $469 million. Therefore, even though Gracey brought visual flair to Better Man, its unique narrative choice of using a CGI monkey, and Robbie Williams’ narrow audience, didn’t help.

What Better Man’s Cult Following Could Mean For Its Legacy

There’s something special about a film that quietly sticks with people, and Daly’s remarks affirm that Better Man may have missed its mark at the box office, but it’s poised to become a beloved cult classic. It may not have been a commercial juggernaut, but Better Man has struck a chord with viewers on streaming, according to recent numbers.

Sometimes, movies need time to find their audience, and social media is the perfect stage for Better Man to shine. This kind of rediscovery is especially common with musicals, as their themes can create deep, lasting fan bases. As viewers continue to find the film, it’s likely Better Man will continue to grow in both popularity and critical re-evaluation post-release.