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INSIDE this issue
1
Danny Makes the Cut
2
4 Drink Hacks to Keep Your Beverage Cool
June Testimonials
3
Uninsured Motorist Coverage
Summer Crab Roll
4
We’re Gonna Need a Bigger Theater
We’re Gonna Need a Bigger Theater Jaws and the Rise of the Summer Blockbuster
For many, summer is a great time to get outside and soak up the sunshine. For thousands of others, summer is a season littered with bone-rattling explosions, labyrinthine superhero crossovers, and cute, catchphrase-spouting animated characters.
But, in fact, “Jaws” is as indebted to timing and marketing as to the titular prehistoric fish. Before its release, Universal already smelled blood in the water, giving three times the usual number of interviews during its shooting. They went on to give a preview at Long Beach, with executives Lew Wasserman and Sidney Sheinberg tape-recording the audience’s reaction. These tapes were part of “an unprecedented $700,000 dollars’ worth of TV advertising,” according to Andrews. Nowadays, you can’t throw a beach ball in June without hitting some spandex- clad superhuman. But, even as the trailer for “Transformers 15” comes on, we’re not complaining. We’re too enthralled by what’s happening on screen.
All this is just to say that summer blockbusters are a big deal, raking in billions of dollars each year.
But it wasn’t always this way. Back in the early ’70s, ticket sales consistently flagged during the summer months. After all, who wants to sit inside on a beautiful day when you could be basking by the water?
All that changed when Steven Spielberg’s “Jaws” hit the screen on June 20, 1975 and sent every beach bum scrambling out of the water and into theaters.
You can try to pin the movie’s enormous success — grossing $470 million worldwide — on its thrilling story, and certainly that was part of it. As “Financial Times” writer Nigel Andrews puts it, “Jaws” gave Spielberg “the template for the perfect blockbuster. Create a colossal baddie … and a colossal hero … [and] follow by natural law.”
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