We stand at a cinematic crossroads, folks. Movies no longer possess the power they once wielded in the old days when Jurassic Park and Star Wars captivated audiences for months on end despite playing on regular-sized theater screens. With the surge of technology enabling average consumers to own an 85-inch TV and an incredible 7.
Avatar and Super Mario Bros. reached unprecedented heights mainly because the competition was as dry as Gandhi’s flip-flops. Avatar, in particular, enjoyed a robust run on IMAX, allowing people to wait a few weeks before returning to the enchanting world of Pandora. This still doesn’t explain why Fast X, The Little Mermaid, Spider-Man, Transformers, The Flash, and Indiana Jones were released in such close proximity. I understand that summer is the movie season, but if Hollywood wants people to experience these event films on the largest screens possible, it needs to provide more time for them to do so.
Quality is certainly a problem. The Flash didn’t live up to lofty expectations. Mission: Impossible, according to all accounts, is amazing enough to warrant repeat viewings, but you have to squeeze them into a brief 14-day timeframe, a problem that Cruise is trying to address. Oppenheimer will likely enjoy the longest run on IMAX, but even then, we’re talking about maybe three weeks instead of two, and that’s only if it performs well.
I’m not a businessman, but this does not seem like a sustainable formula for success. Fast X, The Little Mermaid, Transformers, The Flash, and Pixar’s Elemental struggled to generate substantial revenue. Audiences were spread too thin, and neither film had the opportunity to linger in the public consciousness for more than a week. In 1993, we were still talking about Jurassic Park well into the holiday season, and maybe even longer.
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