The story chronicles a near-impossible cross-country race against time-one that begins as a mission for revenge, but proves to be one of redemption. An exciting return to the great car-culture films of the 1960s and '70s, when authenticity brought a new level of intensity to the action, "Need for Speed" taps into what makes the American myth of the open road so enticing. But one effect once the dust settles may be less of an obsession, to the detriment of the film and the filmmakers, with hitting a long-ago claimed release date no matter the artistic and commercial cost.Need for Speed captures the thrills of the game in a real-world setting. Again, the pandemic and its still-problematic challenges means these films may not perform at premium theatrical levels. Ditto Venom: Let There Be Carnage opening not on Octobut on September 24, 2021. Minions 2: The Rise of Gru will likely do about as well in July of 2022 as it would have in July of 2020 as initially intended. No Time to Die was supposed to open in November of 2019 but will finally arrive in October of this year. Movies that were supposed to open in June 2020 ( Ghostbusters: Afterlife and Top Gun: Maverick) will now debut in November 2021. If movies that were supposed to open in prime slots one or two years ago can thrive whenever they debut in the Covid/post-Covid era, well, then there you go.
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If the marketing campaigns can be more flexible, then so too can the release dates. But if Patrick Hughes’ The Hitman’s Wife’s Bodyguard, a star-packed sequel to a buzzy original ($171 million on a $30 million budget in summer 2017), can perform about as well as expected (Covid curves aside) with just two months of lead time, there’s less of a need for endless media coverage months and months before the release date. Having a movie that delivers what’s promised and what’s desired matters too. Yes, direct (and demographically-similar) competition still matters, which is why F9 and Black Widow are happy that Top Gun: Maverick moved out of July. Kong can hit pay dirt in late March, if No Time to Die would have done (sans the pandemic) as well in April of 2020 as it was primed to do in November of 2019 and if Lionsgate can acquire John Wick and turn it into a new franchise in five short weeks, then there may be less of a need for this release date musical chairs that has dominated the industry in our year-long tentpole era. Yes, some dates are better (any weekend before a holiday weekend) than others (almost any weekend after a holiday weekend). Studios were realizing that before the pandemic and I’d imagine they will continue to find a way to circumvent the expected long-lead marketing campaign.Īnd if there is less of a need to drown the marketplace in long-lead promotional efforts, at least prior to the last 5-9 weeks before release, then frankly studios can be more flexible in terms of release dates. If you have a movie people want to see and (ideally) if it delivers the goods, you just need to let people know that it exists and when it opens.
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Kong dropped a single trailer just 90 days from release and was a hit. King of the Monsters launched a teaser trailer at SDCC 2018 and bombed a year later. So much of the long-lead marketing, especially for the preordained blockbusters, is about appeasing the geek-centric media cycle and appealing to the hardcore fans and proactively converted. You didn’t need more than “Hey, look, it’s Godzilla and King Kong and now they fight!” to get folks excited about Godzilla Vs. You want Sam Jackson and Salma Hayek picking on Ryan Reynolds as the latter tries to save the day without killing a bunch of people? Well, that’s the movie. Likewise, I can’t imagine anyone who is aware of The Hitman’s Wife’s Bodyguard and still being unsure after that (likely accurate) trailer.
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But A) those movies bombed for specific reasons related to their content and B) it’s hard to argue that audiences just didn’t know enough about those films, especially the big-budget franchise flicks, to make an informed “Do I want to see this in theaters?” decision. Sure, there are other “big” movies over the last decade ( Jonah Hex, Dark Shadows, Solo: A Star Wars Story and Ghostbusters: Answer the Call come to mind) which began their marketing much later than usual and bombed at the box office.