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Lau Chi Fung

— 3 min read

The Worst Weekend of the Year: How the Post-Thanksgiving Frame Became a Tentpole for Hollywood

The first weekend in December, commonly referred to as the post-Thanksgiving frame, has historically been considered one of the worst weekends of the year at the box office. This period is often marked by lower demand and a more relaxed consumer spending schedule, which can lead to reduced ticket sales. However, this trend appears to be shifting in recent years.

The Rise of Post-Thanksgiving Frame

In 2022, the post-Thanksgiving frame became a major player in the box office world. The success of big-budget films released during this period challenged the conventional wisdom that the holiday season was the only time for blockbusters. This new trend has since continued, with many tentpole films performing exceptionally well.

Why Do They Come?

So, why do audiences flock to theaters during the post-Thanksgiving frame despite the historical box office trends suggesting otherwise? There are several reasons:

  • Holiday Spirit: The post-Thanksgiving frame coincides with the holiday season, which can bring a sense of excitement and festivity among moviegoers. People often associate going to the movies with special occasions, making it an attractive option during this time.
  • Longer Weekends: With Thanksgiving being celebrated on the last Thursday in November, many people enjoy longer weekends as they travel or spend quality time with family and friends. This extended break can create a larger audience for films released during the post-Thanksgiving frame.
  • Fresh Releases: The post-Thanksgiving frame often marks the beginning of a new release window, allowing studios to capitalize on the momentum generated by holiday-themed content.

The Impact on the Industry

The success of big-budget films in the post-Thanksgiving frame has significant implications for the film industry:

  • Shift in Release Strategies: Studios are now taking notice of this trend and adjusting their release calendars accordingly. Many big-budget films are being released during this period, often bypassing traditional summer blockbuster windows.
  • Increased Competition: The growing popularity of post-Thanksgiving releases has led to increased competition among studios. This can result in higher production budgets, more elaborate marketing campaigns, and even more ambitious storytelling.
  • Changing Consumer Behavior: As audiences continue to flock to theaters during the post-Thanksgiving frame, it's clear that consumer behavior is shifting. With the rise of streaming services, many people are now seeking out more immersive cinematic experiences.

Case Study: Universal and Blumhouse

The success of Universal and Blumhouse's tentpole films in the post-Thanksgiving frame serves as a prime example of this trend:

  • The Invisible Man (2020): This horror film broke box office records, grossing over $143 million worldwide on its opening weekend.
  • Godzilla vs. Kong (2021): This highly anticipated monster battle film took home over $123 million in its opening weekend.
  • Uncharted (2022): The action-adventure film starring Tom Holland and Mark Wahlberg opened with a strong $43 million, despite receiving mixed reviews from critics.

Conclusion

The post-Thanksgiving frame has evolved into a major player in the box office world. With its unique combination of holiday cheer, longer weekends, and fresh releases, audiences are now flocking to theaters in unprecedented numbers. As the industry continues to adapt to this trend, it's clear that the future of cinema is bright – and so are the prospects for tentpole films.

Additional Insights

  • Global Box Office Performance: The success of post-Thanksgiving releases extends beyond the United States, with international markets also experiencing strong growth.
  • The Rise of Streaming Services: As streaming services become more prominent, many people are now seeking out more immersive cinematic experiences at the theater. This trend is expected to continue, driving up demand for post-Thanksgiving films.
  • Marketing Strategies: Studios are taking a page from the marketing playbook, using social media and influencer partnerships to build hype around their release dates.

The Future of Cinema

As we move forward into the holiday season, it's clear that the post-Thanksgiving frame will remain a major player in the box office world. With its unique combination of factors creating an atmosphere of excitement and anticipation, audiences are now flocking to theaters in unprecedented numbers. As the industry continues to adapt to this trend, it's clear that the future of cinema is bright – and so are the prospects for tentpole films.

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