Amy Berg's 'It's Never Over, Jeff Buckley,' Turns into a Box Office Success on the Way to Oscar Nomination

Amy Berg's documentary 'It's Never Over, Jeff Buckley,' which is vying for Oscar consideration, has quickly turned into a box office success, even before its international release. The film, distributed by Magnolia Pictures in the U.S., has already grossed almost $1.5 million, largely from domestic theaters.

Speaking with Deadline, Berg remarked, I think this film kind of defied what the industry thought it would do. But for us, we felt there was an audience there and we had this really interesting and very connective way to reach the audience. The film has found strong support, particularly from younger audiences born after Buckleys tragic death in 1997 at the age of 30. The Gen Z audience they left their house multiple times to go see this movie, Berg added. I think it was just because the film has a very authentic take. Its not something thats commissioned by the estate. I had final cut, and its just a really uncensored look at an artist that I think really needed to have his due.

One of the key drivers of the films success has been its connection with Gen Z. We had so many TikTok videos of people showing their tickets after going to see the film multiple times, documenting their experience, going to see the film, how they felt before, how they felt after, what it means to them, Berg said. And it just kind of had this really positive effect on Jeffs legacy.

Additionally, a mini-poster of 'It's Never Over, Jeff Buckley' was distributed at many screenings for free, helping to spread the word. Another marketing strategy involved a bonus live mini concert by Buckley. We restored 26 minutes of live footage from an intimate 1994 show right before his iconic album 'Grace' was released, noted producer Ryan Heller. We cleared it only for theatrical release to create a sense of urgency and exclusivity, which I think contributed to the film's box office success.

Among the films many young fans is Sombr, a 20-year-old singer-songwriter who bears a striking resemblance to the late artist. Sombr, whos the biggest kind of Gen Z thing, told us two days ago that this is his favorite movie of the year, Berg shared. The films widespread appeal crosses generational lines, according to Berg, who explained, Buckley was woke way before woke was a thing, and he was a feminist when it wasnt cool to be a feminist. One of the podcasters we spoke with said theres a universal language called Jeff Buckley, and I think thats very true. People have their own personal relationships with him that were only on their phones up to this point, especially the young kids who never saw him live. So being in the room with other kids, there was just this kind of communal thing that was happening and it was beautiful.

The documentary also explores Buckley's difficult childhood, growing up in the shadow of his father, Tim Buckley, a noted singer-songwriter who died young of a drug overdose. Jeff Buckley, despite his father's absence, developed a voice with exceptional range, which was instrumental to his rise as a unique musical talent. As Ben Harper, a close friend of Buckley, commented in the documentary, You just hadnt heard anything like his voice until he came along. It was a singular instrument, both fragile and powerful.

Mary Guibert, Jeff Buckleys mother, serves as an executive producer on the film. Berg shared how she had been trying to obtain the rights to the story since 2008, eventually gaining access in 2010, but it wasnt until years later that Guibert agreed to let her proceed. Every time I finished a film, I would reach out to Mary, Berg recalled at Sundance. She shared the archive with me back then, and I was blown away by the voicemail messages and the recordings. I just kept at it.

The documentary, now streaming on HBO Max, has made a lasting impact, with downloads of Buckley's music, including the popular song "Lover, You Should've Come Over," surging. Berg reflected, Theres so much negativity in the world right now, and I think this film speaks to something that we all needkindness, love, art, and escapism.

As the film continues to build momentum, it is set to be released internationally, with Universal confirming theatrical distribution in over 20 countries, including Denmark, France, England, Italy, and parts of South America.