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Inside this Issue
Science or Art?
The Honey App
Dr. Janice and the Value of Self-Improvement
5 Things You Didn’t Know About Invisalign
Sensational Summer Salad
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 bask in the sunshine. For thousands of others, it signals a season littered with bone-rattling explosions, labyrinthine superhero crossovers, and catchphrase-spouting animated characters. All this is just to say that summer blockbusters are a big deal, raking in billions of dollars each year. According to Investopedia, “Ticket sales for May, June, and July accounted for 39 percent” of the 2008’s total sales. That may not sound like a whole lot, until you consider that “more than one-third of annual sales occur during a single quarter of the year.” It wasn’t always this way. Back in the early ’70s, ticket sales consistently flagged during the summer months. That is, until Steven Spielberg’s “Jaws“ hit the screen on June 20, 1975, and sent every beach bum on the coast scrambling out of the water and scurrying 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 the 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.” In fact, “Jaws” is as indebted to timing and marketing as to the titular prehistoric fish. Before its release, Universal already smelled the 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 then went into “an unprecedented $700,000 dollars’ worth of TV advertising,” according to Andrews.
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