Can Movies for Grown-Ups Still Sell Tickets? ‘Fly Me to the Moon’ Is a Test.

“Fly Me to the Moon” is the kind of movie that isn’t supposed to succeed in theaters anymore, at least if you listen to franchise-obsessed studio executives.

The story is a period piece and completely original: In 1968, a government operative (Woody Harrelson) hires a marketing virtuoso (Scarlett Johansson) to convince the public — and Congress — that a troubled NASA can pull off its scheduled Apollo 11 moon landing. Stylish and devious, she clashes with the rigid launch director (Channing Tatum) and secretly — as a backup, to be used only in an emergency — arranges for a fake landing to be filmed on a soundstage. What’s the harm?

Hollywood marketers will tell you that ticket buyers eschew movies that mash together genres. And “Fly Me to the Moon” is part drama, part comedic caper, part romance, part fiction and part true story. Particularly in the summer, studios prefer to serve up mindless popcorn movies aimed at teenagers. “Fly Me to the Moon” is entertainment for thinking adults, the kind that Mike Nichols (“Working Girl”) and James L. Brooks (“Broadcast News”) made in the 1980s.

So the question must be asked: How on earth did “Fly Me to the Moon” manage to score a wide release in theaters at the height of blockbuster season? The film rolls into 3,300 theaters in the United States and Canada on Friday.

Shouldn’t it be going straight to streaming?

In many ways, the film’s unexpected journey to multiplexes reflects the degree to which Hollywood runs on the vagaries of chance. “Fly Me to the Moon” started out as a streaming movie — full stop. Apple TV+ paid an estimated $100 million for the project in March 2022, and the contract called for no theatrical release of any kind.

But then Greg Berlanti got involved.

It was June 2022, and Mr. Berlanti, the wunderkind television producer, had just turned 50. That milestone prompted a degree of uncomfortable self-reflection, compounded by his mother’s recent death. At the same time, the entertainment business was changing — the streaming-driven “peak TV” era was winding down — and Mr. Berlanti wasn’t entirely sure where to focus his professional attention.