Day Fifty-Five – A Matter of Timing

24 02 2010

Timing is an important thing. I’m posting this post a day late, and clearly it won’t get the time it probably deserves when I post today’s post. It gets squeezed out.

The same logic could be used for movie releases.

Last year, the tubes of the internet were flabbergasted when Paramount announced that they were pushing the release of Shutter Island to February, effectively taking it out of the running for this year’s Oscars. Having seen the film, I don’t think it would have been nominated anyway, but that’s not why the move was such a good idea.

Shutter Island had the advantage of coming out in February, a time that is generally barren of high-thinking thrillers or prestige films.

Shutter Island opened with a $40 million dollar weekend. The highest on record for Scorsese or DiCaprio. Could this have happened in the “prestige” season of the fall?

I don’t think so. With so many other films coming out, week after week, jockeying for position, Shutter Island could have very well been lost in the shuffle. Given the choices in movies I had every weekend, watching a so-so reviewed thriller would have probably been the last of my concerns with films like Up in the Air and Brothers coming out around the same time.

Instead, Shutter Island is up against When in Rome and Percy Jackson and the Olympians. Not to mention, Shutter Island came out unchallenged, being the only wide release of the weekend.

Not to mention, it had a couple of months to build hype, with people waiting for something they could once again sink their teeth into as they wade through the garbage that is January. Shutter Island had the identity of an Oscar quality movie, without any of the pressures that identity would have. Shutter Island is an okay movie. It definitely has its flaws (like not starting until an hour into the movie), but for February, it’s acceptable.

Avatar could be given the same credit. Would it have broken all the records it did if it was wedged in between Transformers 2 and Harry Potter? I doubt it. People who were missing the summer blockbuster in the cold of winter has their escape, and given the numbers, they did so multiple times at the same movie.

Cop Out is coming out this Friday, but the reviews aren’t looking pretty. They don’t usually for any film by Kevin Smith, so I take it all with a grain of salt. His brand of humor is definitely for a niche market, but what Warner Bros is doing right is releasing it now. Given the cast and the subject matter, an homage to the ’80s buddy cop movie, Cop Out sounds a lot more like a summer release, but would probably get lost in the shuffle. Releasing it now just gives it that much more of a chance to flourish.

Zach and Miri, Smith’s last film, is the perfect example of mis-scheduling. It came out on Halloween; a weekend that people were more interested in seeing Saw V. We’ll see if Cop Out can follow this record of excellent scheduling, but so far I’m impressed by Hollywood’s willingness to finally let go of the release system and just releasing a film when it’s right.




2 responses

25 02 2010
Day Fifty-Six – Guaranteed to Lose « Fresh Buckets of OJ

[…] to Lose 25 02 2010 Update: I guess this can fall under yesterday’s post about timing, but Odeon has a great sense of it. They will not be boycotting any longer. You can probably expect […]

28 02 2010
Day Fifty-Nine – Two Months Later… « Fresh Buckets of OJ

[…] Day Fifty-Five – A Matter of Timing […]

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