Iron Man 2: Widest Release In History
- May 5th, 2010
- Posted in Digital Cinema
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Iron Man 2 to beat Batman’s Dark Knight in terms of number of screens (4,380 vs 4366) and likely will beat the B.O. haul.
UPDATE: 5.7.10
NO RECORDS BROKEN: ‘Iron Man 2′ Opens To $52.4M Friday. I wonder if Marvel and Paramount are wishing this had been a 3D release thus inflating the numbers to a more stellar peak.
When you see the advertisements on TV and they say:
“LIMITED ENGAGEMENT” means one or two screens only in major cities and not for long before it disappears. Woody Allen movies tend to go out this way.
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“AT SELECT THEATERS” means a larger handful of theaters (approx. 500) as in the studio is putting their toe in the water before rolling out and building up a head of steam.
“AT A THEATER NEAR YOU” means fairly wide in terms of distribution. Lotsa prints (approx. 2000) in lotsa theaters. Shouldn’t have a problem getting in to see this one.
“EVERYWHERE” means saturation and by todays measure is over 4,000 screens and suggests that you can see it on every street corner. Digital prints and multiplexes means a bigger footprint for the studios thus pushing out the smaller films.
Most tentpole films come out as a carpet bomb picking up as much coin as possible during the opening weekend and if the film is any good it will not drop more than 50% the following week.
To put the current release patterns into perspective, look at Steven Spielberg’s JAWS released in 1975. It was the first Hollywood release to open wide in 464 theaters and use extensive television advertising to support it. A month after opening it expanded to 675 theaters. Contrast that with todays tentpole releases which in the case of IRON MAN 2 tops out at over 4K screens.
