Jewish World Review May 2, 2013/ 22 Iyar, 5773
Blame the shark for summer-movie madness
By Barry Koltnow
http://www.JewishWorldReview.com | (MCT) In a world of increasing segmentation, allow me to add a couple of segments.
As I see it, the world can be divided into two distinct groups people who were alive on June 20, 1975, and people who don't know what it was like.
What they don't know is what it was like to live in a world without summer blockbusters.
Yes, there was a time when there were no summer blockbusters. That time was June 19, 1975.
The next day, Steven Spielberg released a mechanical shark into an ocean of unsuspecting moviegoers and, in the process, changed moviegoing habits forever. It may have changed swimming habits as well.
Of course, not everyone thinks that what the director did was such a wonderful thing. In fact, so many people have criticized the commercialization of the summer movie season that Spielberg has bent over backward to disavow any responsibility in the matter.
On more than one occasion, he has jokingly blamed the phenomenon on his good friend George Lucas, but the latter filmmaker is quick to point out that his "Star Wars" did not hit theaters until May 25, 1977.
It is a point well taken. You can't blame event movies on a guy who released an event movie nearly two years after the first event movie was released by another guy.
Nothing has been the same since "Jaws" terrified a nation, and in doing so, gave Hollywood an idea that just won't go away.
Remember the old days when summer began when the calendar said it began, in the third week of June? To illustrate how far we've come, the summer movie season begins this year on May 3, when "Iron Man 3" opens worldwide in what could only be called a major event.
Big summer movie openings are scheduled two years in advance, with dates cast in stone, leaving lesser movies to scramble for theaters. Promotional campaigns can begin up to a year before the opening, with the intent of building anticipation. The studios do so by showcasing their summer movies during sporting events, movie festivals and multiple premieres. Robert Downey Jr., the star of "Iron Man 3," has been introducing his movie at premieres around the globe in the weeks leading up to its May 3 opening. The advertising juggernaut has hit on TV and in movie trailers. Print guys will write endless stories on the importance of summer movies.
All the hype will be worth it, particularly in the case of "Iron Man 3," which industry insiders predict could take in more than $150 million on its opening weekend. Once you add the international take, it's no wonder that movie studios invest so much time and money in these summer movies.
But "Iron Man 3" does not have a lock on the summer's biggest box office. There is plenty of competition.
Among the potential blockbusters are "The Great Gatsby" (May 10), "Star Trek Into Darkness" (May 17), "The Hangover Part III" (May 24), "Epic" (May 24), "Fast & Furious 6" (May 24), "The Internship" (June 7), "This Is the End" (June 12), "Man of Steel" (June 14), "Monsters University" (June 21), "World War Z" (June 21), "The Heat" (June 28), "White House Down" (June 28), "The Lone Ranger" (July 3), "Despicable Me 2" (July 3), "Pacific Rim" (July 12), "Turbo" (July 17), "The Wolverine" (July 26), "Two Guns" (Aug. 2), "Elysium" (Aug. 9), "Planes" (Aug. 9), "We're the Millers" (Aug. 9) and "The Mortal Instruments" (Aug. 23).
We want to emphasize that each of these films has the potential to be the biggest movie of the summer, or the biggest disappointment of the summer.
When you look at our list of the biggest movies of the past 30 summers, it is obvious that hype can translate directly to money. But hype doesn't guarantee anything. A movie clicks with the public, or it doesn't.
But the below list of moneymakers does guarantee one thing that there is no going back to a more innocent time. Summer blockbusters are here to stay. There is too much money involved to go back.
The biggest movies of the past 30 summers:
"The Avengers" (2012)
"Harry Potter and the Deathly Hallows" (2011)
""Toy Story 3" (2010)
"Transformers 2" (2009)
"The Dark Knight" (2008)
"Spider-Man 3" (2007)
"Pirates of the Caribbean: Dead Man's Chest" (2006)
"Star Wars Episode III: Revenge of the Sith" (2005)
"Shrek 2" (2004)
"Finding Nemo" (2003)
"Mission: Impossible II" (2000)
"Star Wars Episode 1: The Phantom Menace" (1999)
"Saving Private Ryan" (1998)
"Men in Black" (1997)
"Independence Day" (1996)
"Batman Forever" (1995)
"Forrest Gump" (1994)
"Jurassic Park" (1993)
"Batman Returns" (1992)
"Terminator 2" (1991)
"Who Framed Roger Rabbit?" (1988)
"Beverly Hills Cop II" (1987)
"Top Gun" (1986)
"Back to the Future" (1985)
"Return of the Jedi" (1983)
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