— Julie Hagerty as Elaine Dickinson from Airplane, 1980
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February 5, 2013
Audience Specific Films Soared in January Box Office
— Posted by Kenny Miles
There were some typical duds and a few profitably hits with regard to the movies that released, or expanded, in January. Since there was a more crowded then usual market, it was a competitive schedule wherein many films either under-performed or flat-out bombed. It was an active month at the multiplex, and here’s a look at what categorically happened:
Low Budget, D Grade Antics
The bad movies that plagued the month of January were VERY wise to keep their budgets low! Texas Chainsaw 3D benefited the most from targeting their niche, younger, urban audience that showed up at least opening weekend. Ditto for the sophomoric, and moronic, A Haunted House and thanks to the budget ($2.5 million) was low enough to turn a modest profit (so far around $38 million). Remarkably with a $6 million budget Movie 43 has grossed almost $8 million and overseas, the movie was titled Adults Only, which would’ve increased the branding awareness for movie goers. If only they put a little bit more effort into the screenplays, they wouldn’t have been so harshly rejected from the audiences which could have been a larger return on investment. The more time that is put into the screenplay, the more people would’ve shown up to pay to see it.
Jessica Chastain: Queen of the Box Office
Jessica Chastain became a mainstream, recognized, star pretty much overnight. Even though she was featured in numerous 2011 releases, her performances were either in supporting roles or with her in the lead roles they were just smaller movies. Her breakout happened in the span of one weekend in which she had the number one and number two movies the same Holiday weekend.
Contrived controversy aside, Zero Dark Thirty was the non-shock performer at the box office. Audiences wanted to see what went down with the Bin Laden raid, which was a given, and maybe the crowded December market could’ve effected grosses but I think audiences would have shown up if Zero Dark Thirty was released pretty much any weekend of the year. The subject matter, critic reviews, and solid buzz peaked the curiosity of adult audiences.
The overpraised horror thriller Mama borrowed heavily from David Fincher’s The Girl with the Dragon Tattoo. From Chastain’s goth look to the lighting and editing of some of the scenes seemed similar to the hot adult thriller from over a year ago. Latino audiences dominate the horror crowd and they showed up along with younger women despite the laughably bad ending and “B-” CinemaScore (though it had me howling).. With a $15 million budget, it was the healthy return on investment for Universal and the movie grossed $64 million as of today.
Expanding Oscar Contenders
Silver Linings Playbook expanded into more locations and is performing like gangbusters. I have to accept that it was a great idea to expand this little gem of a family drama/rom-com in January and not Christmas. The film is already racing beyond $75 million by end of the month, and it will expand to almost 3,000 locations in the coming weeks. Silver Linings Playbook looks to be the perfect Valentines Day movie, in a playing field that is surprising lacking in romantic films (yet again). Les Miserables and Django Unchained added even more money to their robust Holiday grosses these past few days, and the Thanksgiving release Lincoln quietly added more money to its total gross of $170 million. Amour made its debut in limited release and looks to begin a promising start as well. Even titles with minor categories from A Royal Affair to Chasing Ice saw increased business without even adding additional locations, which is pretty remarkable! Clearly, January is a great time to expand and re-introduce Oscar contenders to the public.
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Whether something is overlooked by Hollywood or whatever business trend has captured the Entertainment Industry’s attention, Kenny Miles loves to talk about movies (especially the cultural impact of a film). He covers various aspects of movies including specialty genre films, limited release, independent, foreign language, documentary features, and THE much infamous "awards season." Also, he likes to offer his opinion on the business of film, marketing strategy, and branding. He currently resides in Denver, Colorado and is a member of the Denver Film Critics Society critics group. When he isn’t writing, Kenny channels his passion for interacting with moviegoers (something most movie pundits lack) as a pollster for the market research company CinemaScore and working as floor staff/special events coordinator in the film community. You can follow him on Twitter @kmiles723.
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