“Mis-hits” this summer included Lionsgate’s “The Expendables 3,” Paramount’s “Hercules,” and Warner Bros.’s “Blended” and “Jersey Boys.”
With the poor summer box office, movie and TV producers and networks will now stress aftermarket revenues: after-theatrical showings for films, and after-first-run airings for TV shows.
Will there be enough revenue to fill the gap?
Longer term, Alan Horn, chairman of Walt Disney Studios, told the Hollywood Reporter: "You have to answer two critical questions: Do I have to see it now? And do I have to see it on the big screen? If the answer is 'no' to either, you are in trouble."
Maybe film marketers might also peek under the hood -- at their discipline. Seems the movie studios -- for all their marketing efforts -- pulled back from TV, the big marketing vehicle, this summer.
MoffettNathanson Research said there were 10% fewer commercials for theatrical films in June (36,914 spots) than a year ago, and 24% fewer in July (34,314). Even with a reasonable increase in August, overall summer theatrical spending on TV appeared to be lower than a year ago.
For some time, analysts have talked up the growth of digital marketing for many consumer products and services. Not being left behind, big-time entertainment offerings such as theatrical films have also boosted their digital marketing awareness.
But maybe it’s too fast? Perhaps more importantly, film marketers need to decide which screens consumers should consider: first, second, and beyond.
The heat of the summer demands it.