A24’s The Drama crossed $100 million at the global box office Tuesday, becoming the studio’s fifth film to hit that milestone in its 13-year history. Directed by Kristoffer Borgli, the dark romantic comedy starring Zendaya and Robert Pattinson has now surpassed Challengers to stand as Zendaya’s highest-grossing original — meaning a film with no pre-existing IP behind it.
The $28 million production opened to $14.3 million domestically and $28 million worldwide, a strong debut for an adult-oriented original with a provocative premise. The film follows an engaged couple whose seemingly perfect wedding week unravels after a shocking confession forces them to confront hidden truths about love and commitment. The movie currently holds a “Certified Fresh” 78% score on Rotten Tomatoes, with critics praising Borgli’s tonal control and describing Pattinson and Zendaya’s work as career highlights.
The film’s audience breakdown tells the story of how A24 and its marketing team engineered the result. Women made up 60% of ticket buyers, and those under 35 accounted for 80% of the audience — figures driven in large part by a marketing campaign that positioned the film around a wedding theme, launching as Zendaya simultaneously unveiled the Dune: Part 3 trailer and ahead of Euphoria Season 3’s premiere. The strategy fused fashion, celebrity, and cultural moment into a single promotional arc. Zendaya appeared at events from Los Angeles to France to Rome wearing a “something borrowed/something blue” bridal outfit reveal, surprised a Las Vegas bride alongside co-star Alana Haim, and was received at Rome’s Piazza del Campidoglio — the storied seat of the city’s mayor and its primary civil marriage venue — by Mayor Roberto Gualtieri.
Star power was clearly shared. A24’s own audience polling found 80% of ticket buyers cited both Zendaya and Pattinson as reasons they came to see the film.
Internationally, the film set A24 opening records in the UK ($2.8 million, now at $10.6 million), Turkey, Mexico, and Poland, while posting its second-best debuts in France ($5.3 million cumulative) and Italy ($5.2 million).
Pattinson and Zendaya are set to reunite this summer in Christopher Nolan’s The Odyssey, with Zendaya also appearing in Spider-Man: Brand New Day and Dune: Part 3 later in 2026.
