I disagree. If you're so right about this why didn't people run out to see it? Why did it bomb so badly? Probably because people hated the message and point of the movie.
To the contrary,
The Cowboys constituted a pretty big hit, especially for a Western. It returned $7.5M in domestic rentals (IMDb is incorrect in identifying the $7.5M figure as a gross rather than a rentals figure), which means that it grossed roughly $15M domestically, give or take, rendering it the second-most successful Western of 1972 after the wilderness Western
Jeremiah Johnson, starring Robert Redford, which struck a broad cultural nerve and proved to be a blockbuster. (
Jeremiah Johnson hit theaters at the very end of the year, hence the reason why you will not see Redford's name in the poll below.) For a point of comparison to
The Cowboys, Clint Eastwood's hit Western from that summer,
Joe Kidd, returned a little over $5.8M in domestic rentals.
In fact, when
The Cowboys reached theaters in mid-January 1972, it immediately achieved number-one rank at the weekend box office, displacing Eastwood's
Dirty Harry, which had reigned supreme over the previous three weekends (dating back to the final weekend of 1971):
http://en.wikipedia.org/wiki/List_of_1972_box_office_number-one_films_in_the_United_States(Caution: not everything on Wikipedia, like not everything on IMDb, is accurate.)
To be sure,
Dirty Harry proved much more successful than
The Cowboys overall, constituting a genuine blockbuster with a domestic gross of $35.976M ($18M in domestic rentals).
http://www.boxofficemojo.com/franchises/chart/?id=dirtyharry.htm But
The Cowboys attained number-one status in its first weekend and repeated that performance in its second weekend (at approximately $3.695M and $3.452M in grosses, respectively). Likewise, Eastwood's
Joe Kidd topped the box office in its first two weekends five months later (at about $3.854M and $2.944M in grosses, respectively).
After the year, the nation's theater owners and movie exhibitors voted on 1972's top movie stars for the Quigley's Annual Top Ten Money Making Stars Poll. Eastwood topped the poll for the first time (after having ranked second in 1971 and 1970 and fifth in 1969 and and 1968), while Wayne—at the age of sixty-five—placed fourth, reflecting the box-office success of
The Cowboys.
1972Clint Eastwood
George C. Scott
Gene Hackman
John Wayne
Barbra Streisand
Marlon Brando
Paul Newman
Steve McQueen
Dustin Hoffman
Goldie Hawnhttps://tbmovielists.wordpress.com/quigleys-top-ten-box-office-champions-by-year/
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