In a bold move that reflects the shifting landscape of traditional moviemaking, Hollywood icon Kevin Costner has invested millions of dollars to bring his passion project, "Horizon: An American Saga," to the big screen. With a production cost of $100 million, Costner has gone to great lengths to ensure the success of the film, even financing $38 million of his own money.

The first installment of the four-part film series, set in the American West, is set to open in theaters this weekend. However, early projections suggest a potentially underwhelming opening weekend box office of $10 to $15 million, causing some concerns for Costner's ambitious endeavor. Furthermore, critical reception has been lackluster, with Rotten Tomatoes reporting an average rating of just 40% positive reviews.

Costner's journey to bring "Horizon" to the screen has been a rollercoaster ride. Initially, the project was pitched as two films, attracting interest from Warner Bros., his long-time studio partner. However, with changes in leadership and the merger with Discovery, Costner had to adapt his plans. Instead, he proposed a wider theatrical release and the addition of two more films to complete the saga, leading him to seek alternative funding sources.

To secure financing, Costner mortgaged prime undeveloped real estate in Santa Barbara, California, and sought backing from undisclosed investors. Meanwhile, Warner Bros., now acting as a distributor for hire, opted not to allocate any of its own funds towards the production, including marketing expenses.

The marketing campaign for "Horizon" has been a joint effort between Costner and the Warner Bros. motion picture marketing team, led by Josh Goldstine. In an attempt to engage audiences and boost ticket sales, innovative strategies such as discounted ticket pairings and free concessions for attending the sequel have been implemented by exhibitors.

Costner himself has been actively promoting the film, specifically targeting his audience of adult male viewers who have embraced his role as patriarch John Dutton in the hit series "Yellowstone." By making appearances at baseball games, local radio shows, and military bases, he has sought to connect with this demographic and encourage their support for "Horizon."

The success of "Horizon" carries broader implications for the movie industry. Costner's self-financed gamble exemplifies a growing trend among renowned directors like Francis Ford Coppola, who have chosen to independently pursue their artistic visions outside of traditional studio systems. This shift challenges the prevailing mindset that commercially risky projects are not viable.

As audiences await the box office results, the outcome of Costner's theatrical gamble remains uncertain. However, it is clear that he has placed his reputation and personal fortune on the line to bring the epic saga of "Horizon: An American Saga" to the silver screen.