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Shazam : Fury of the Godshas been get some exciting announcements that have sustain buff of the first movie hyped , but it still has some tough competitor , as it will bereleased five day afterAvatar 2 . It ’s a bold move from Warner Bros. sinceAvatar : The Way of Wateris a sequel to the highest - grossing movie of all time .
The studio is seemingly claim the antagonistic - programming approach by free a play , lighthearted , and much shorter movie for those who are n’t interested in the overly serious three - 60 minutes epic . Counterprogramming in the movie industry is a selling strategy that targets the polar demographic of a much bigger movie released at the same meter , andShazam 2isn’t the first example of it .
Deadpool’s Release Coinciding With Valentine’s Day
The selling was so instrumental toDeadpool ’s success , and it could n’t have been more significant , as the studio had been hesitant about greenlighting the movie in the first place , andthe movie barely escaped development hell . The firstDeadpoolmovie pulled off a long ton of marketing stunts , whether it was viral videos , April Fools ' mean solar day promulgation , or the " leak out " footage . But the cherry on top was its replication - programming .
The superhero motion picture was released over the Valentine ’s Day weekend in 2016 . However , it is n’t just any superhero movie . It ’s one of the most vulgar , violent , and offensive superhero pic ever . And the counterprogramming worked so well because it was in competition withHow To Be undivided , which has been all but forget .
Mamma Mia’s Release Coinciding With The Dark Knight
In this daytime and historic period , whenever two huge movies are scheduled for release on the same date , one studio apartment inevitably bows out . One of the most recent example isJohn Wick 4 , as it was delayed by 10 month after it originally had the same release date asTop Gun : Maverick(viaDeadline ) . That might have been the case withThe Dark Knight , as few studios would have dared compete with the first billion - dollar - grossing superhero movie .
However , Mamma Miawasn’t afraid , and though theBatmanmovie break loge office records , the musical made a phenomenal $ 600 million depside mixed review ( viaBox Office Mojo ) . And it was a perfect model of counter - scheduling . There ’s nothing more paired to a dark and spirited superhero motion picture than an upbeat musical based on ABBA ’s music .
Bridesmaids' Release Coinciding With Thor
Bridesmaidscame out just a few day afterThor , and though general hearing still were n’t in full mindful that the superhero movie was leading to a much liberal cinematic world , studio would want to void a Marvel superhero motion picture of any nature . Just because audience did n’t make love that the MCU was a thing does n’t mean the film wo n’t be a hit , and it was , as it made almost half a billion dollars ( viaBox Office Mojo ) .
However , there is n’t a huge crossover voter betweenThoraudiences andBridesmaidsaudiences , and it ’s one of the secure examples of counter - scheduling . WhileThormight have been a box power colossus , Bridesmaidsstood a better luck against the Marvel movie than if it was released on Valentine ’s Day with a sea of other romantic comedies . Because of that , the film made almost $ 300 million ( viaBox Office Mojo ) , but it also helped that the 2011 movie isone of the best female - led funniness .
There’s Something About Mary’s Release Coinciding With The Mask Of Zorro
This is one of the great film lesson of David beating Goliath . There ’s Something About Marywanted to win over a read-only storage - com crowd that was n’t interested inThe Mask of Zorro , but it ended up being the opposite way around . While Cameron Diaz was an established and bankable motion-picture show hotshot , Ben Stiller was n’t quite there . But despite going up against a film that ’s part of an IP and had a immense selling campaign behind it , the movie not only did well , but it even outgrossedThe Mask of Zorro .
surprisingly , the funniness , which had a comparatively low-toned budget of $ 23 million , was a phenomenal success and made even more than the $ 100 million budgeted blockbuster activity moving-picture show . It was n’t even close , as theZorromovie underperformed , making just $ 250 million ( viaBox Office Mojo ) , whereasThere ’s Something About Marymade over $ 100 million more , with a entire corner government agency receipts of $ 370 million ( viaBox Office Mojo ) .
The Truman Show’s Release Coinciding WIth Godzilla
The Truman Showhardly needed to cheekily vie with a moving-picture show that has nothing in plebeian with it , asThe Truman Showis easily Jim Carrey ’s best motion picture . The studio apartment might have thought they needed to do such a thing because it was the first example of the doer proceed against type and starring in a drama as pit to the haywire clowning films that he ’s known for .
The moving picture come a week afterGodzilla , and it was hardly much competition , as the ogre film flush it at the box office ( viaBox Office Mojo ) . Ironically , it ’s almost as if the studio planned the counterprogramming from as early on as the screenwriting operation , as the movie opens with a vox - over that explains , " We ’re shopworn of pyrotechny and particular effect . " GivenGodzilla’sreception , it ’s no wonderThe Truman Showhas an almost oracle - like legacy .
Straight Outta Compton’s Release Coinciding With Summer Blockbusters
By 2015 , summertime pic releases were all blockbuster action at law movies , and because they all make 1000000000000 of dollars , it ’d be hard to consider that a period drama would be so successful . But few studios think about counterprogramming in the summer , except for one . While most studios hold back to release prestigious dramas around honour time of year , which is generally the end of the year , Universal Pictures shockingly releasedStraight Outta Comptonat the peak of summer in mid - August .
The motion-picture show had a ton of competition , as it was come up off the heel of so many blockbuster , includingThe Man from U.N.C.L.E.,Fantastic Four , andMission : out of the question - Rogue Nation . While some of those were holdovers , meaning that they were a few week into their theatrical runnel , Straight Outta Comptonstill managed to outgross many of them in its porta weekend . And more impressively , it made a whole $ 100 million more than The Man from U.N.C.L.E ( viaBox Office Mojo ) .
Ocean’s 8’s Release Coinciding With The World Cup
Even though the United States is n’t a magnanimous soccer country , even Americans get involved when it comes to the World Cup , and that ’s why studios are a little hesitant to let go expensive movies during June and July every four age . But Warner Bros. released the all - female casting movieOcean ’s 8over the full point , and the celluloid was more successful than it would have been otherwise , even though it was tied to a well - known enfranchisement .
ButOcean ’s 8wasn’t the first to do it , and there has been a long history of studios put out moving-picture show that appeal to women during immense soccer events . Sex and the Citywas released during the 2008 Euro Championship , which is what helped it gross over $ 400 million ( viaBox Office Mojo ) . AndThe Fault in Our Starswas released during the 2014 World Cup , which is why the low - budget flick take in a shocking $ 300 million ( viaBox Office Mojo ) .
Pitch Perfect 2’s Release Coinciding With Mad Max: Fury Road
The firstPitch Perfectwas a huge success , making about $ 115 million worldwide with a miserable budget ( viaBox Office Mojo ) . And whilePitch Perfect 2could have been just as successful without counterprogramming , have it ’s outlet coincide withMad Max : Fury Roadwas a accident of genius .
Fury Roadwas both a legacy sequel and did something new with the enfranchisement , not to mention that it ’s one of the most striking action movies of the past tenner and does n’t rely on digital impression . But Universal recognize that there were millions of people who had no sake in tearing action sequence in a dystopian future tense . As a result , the studio apartment releasedPitch Perfect 2just one week after the action mechanism movie , and it made almost $ 300 million ( viaBox Office Mojo ) .
Notting Hill’s Release Coinciding With The Phantom Menace
In 1999 , the bighearted motion-picture show event was undoubtedlyStar Wars : The Phantom Menace , as it was the return to the enfranchisement after 16 years , and there had never been as much hoopla besiege a movie before . A bunch of studio take away their movie from the sack docket to let theStar Warsmovie dominate without shell other movies ' successes . And they were ripe to , asThe Phantom Menacemade $ 1.8 billion adapt for inflation .
However , one studio apartment did n’t back down , as Universal still releasedNotting Hilljust one week after release , which no doubt cater to romanticism fans who were sick of take heed about Darth Maul and pod racing . The film made $ 363 million ( viaBox Office Mojo ) , which was almost unheard of for a rom - com at the metre , especially when it ’s compete with a billion - dollar mark blockbuster movie .
My Best Friend’s Wedding’s Release Coinciding With Batman & Robin
ThoughBatman & Robinwas universally scathed , there was no cognize how bad the film was before its release , and most studios would have assumed that it would have been a collision . But Sony still releasedMy Best Friend ’s Weddingon the exact same Clarence Day . It was a clever purpose of counter - programming , but the romcom also do good from the superhero flick being universally hat , and the Julia Roberts - starring picture surprisingly ended up making $ 60 million more thanBatman & Robin(viaBox Office Mojo ) .
However , as bothMy Best Friend ’s WeddingandNotting Hillstar Roberts , and both perform exceedingly well at the box office despite being up against megahit pic , give all the credit to anticipate - computer programing might be a disservice to the actor . Roberts was a bankable star at the time , and it just so happens that she chose to asterisk in gloomy - to - mid - budget romcoms . Any movie starring Roberts in the 1990s was a hit . So , even though theBatmanmovie was destined to bomb , it would have been interesting to see howBatman & Robinperformed if Roberts played Poison Ivy instead of Uma Thurman .
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Bumper (Adam Devine) with the Tone Hangers in ‘Pitch Perfect 2’
Bumper (Adam Devine) with the Tone Hangers in ‘Pitch Perfect 2’
