Holiday Movie Counter-Programming for Fun and Profit
Comfort and Joy? Try madness and mayhem. Dark movies do well at the box office in late December.
By Ann Donahue
Ah, the holidays. When families around America gather for food and fun, and then head to the theater to watch a nice movie about a serial killer picking off sorority girls one by one.
Hey, that's not Santa!
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No, really. There has been some tut-tutting over MGM's decision to release Black Christmas on December 25 — on her blog, deadlinehollywooddaily.com, L.A. Weekly columnist Nikki Finke wrote, "Shame, shame, shame on Harvey and Bob Weinstein, and their distributor MGM Harry Sloan, for opening a holiday-themed slasher movie on Christmas Day." But even though the movie is in complete defiance of the holiday spirit, it's actually a smart business move. Horror movies have traditionally done well on Christmas Day.
Last year, gorefest Wolf Creek, about backpackers who are kidnapped by a lunatic in the Australian Outback, opened on Christmas and made $2.8 million of its $16.1 million total box office. In 2004, Darkness, starring Anna Paquin as a teenage girl in a gruesome haunted house, opened to $3.2 million on its way to $22.1 million. In 1998, Robert Rodriguez's aliens-as-instructors horror flick The Faculty made $4.2 million, 10% of its total.
| Top 15 Christmas Openers |
| 1. Ali |
$10.2 million |
| 2. Catch Me if You Can |
$9.8 million |
| 3. Patch Adams |
$8 million |
| 4. Cheaper by the Dozen |
$7.8 million |
| 5. The Talented Mr. Ripley |
$6.3 million |
| 6. The Godfather Part III |
$6.3 million |
| 7. Stepmom |
$5.9 million |
| 8. Fat Albert |
$5.5 million |
| 9. Paycheck |
$5.1 million |
| 10. Cold Mountain |
$4.5 million |
| 11. The Faculty |
$4.2 million |
| 12. The Aviator |
$4.2 million |
| 13. Jackie Brown |
$3.5 million |
| 14. Peter Pan |
$3.4 million |
| 15. Rumor Has It |
$3.4 million |
| Source: BoxOfficeMojo.com |
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So what's the deal? Are we all just horribly twisted? Not really, says Robert Bucksbaum, owner of box office tracking firm Exhibitor Relations. Christmas Day is a big one for the movie business, and when a family heads to the theater, it has to please a lot of different demographics.
"It really picks up when people realize 'I've got all these kids and I have absolutely nothing to do but go to the movies,'" he says. "Just imagine a nuclear family with a daughter and a son — and the daughter is eight years old. The 16-year-old son is not going to want to see Charlotte's Web. The parents split up and let him go on his way."
It's a counterprogramming trend that's been going on 30 years, with, among others, disaster flick The Hindenburg bowing on Christmas Day in 1975; William Hurt science project-gone-wrong creepfest Altered States opening then in 1980, and the Sidney Lumet-Jane Fonda murder thriller The Morning After in 1986.
In addition, since Christmas falls among the waning days for Oscar eligibility each year, December 25 also sees a number of Academy bait releases that aren't intended to make merry. In 1996, The People vs. Larry Flynt was released on Christmas — because nothing says the holidays like a porn entrepreneur — followed the next year by Quentin Tarantino's Jackie Brown. Will Smith's Ali is the top December 25 opening ever, making $10.2 million, almost 17 percent of its total box office.
But enough with the Oscar-seekers; what will Santa slay this year? Black Christmas stars Buffy The Vampire Slayer's Michelle Trachtenberg, and is a remake of a 1974 horror flick starring Margot Kidder. As of the week before Christmas, the trailer had been watched on YouTube more than 50,000 times. The TV ad for the film takes a swipe in voice-over at "people who express outrage" about the propriety of the movie's release date, while showing a scene in which it appears someone is being beaten to death in a kitchen, next to a plate of gingerbread cookies on the counter. Ho-Ho-Ewwwww.
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