(p. 5D) “Counterprogramming is the framework to get the most
bang for the buck for movies that aren’t necessarily going to be blockbusters. ”
Counterprogramming has become a crazy expensive game of chicken, Dergarabedian says.
Scheduling a rom-com next to a superhero franchise or a horror movie on Valentine’s Day is a classic ploy, he says, but there’s no formula that’s guaranteed. “You still have to be able to deliver the movie,” Dergarabedian says. “People are looking for different and good. You can’t just rely on being the other option.”
. . .
“A lot of these are David and Goliath matchups,” Dergarabedian says. “But it’s about who wins the profitability derby. That can ultimately be more important than where you rank on the chart.”
To determine success, look at how well the audience is served rather than money, says Erik Davis, managing editor for Movies.com and Fandango.com. The greater the disparity in the genres, the better the position to succeed, he says.
Though Big Fat Greek Wedding 2 performed modestly against BvS, Davis considers that scheduling a a win. “They (both) have potential to mine their specific audience,” he says.
For the full story, see:
Heady, Chris. “Studios Think Outside the Box (Office).” USA Today (Thurs., July 7, 2016): 5D.