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14 because its distributors did not want it to bump against a star-studded feature on a similar subject, “Everest,” which opens on Sept. “Meru,” an award winner at Sundance, landed on Aug.
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Tuckman said that this Friday was selected for “Rosenwald,” a documentary about a Jewish philanthropist who built schools for African-Americans in the Jim Crow South, to play off its July showing at the National Association for the Advancement of Colored People’s annual convention. So, for a number of films, that left early-to-mid-August. 11, “another date some folks arbitrarily avoid,” he said by email.
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While he often finds the weekend after Labor Day great for releases, this year that includes Sept. Michael Tuckman, who developed the release strategy for another Friday opener, “Rosenwald,” said that the calendar was “very unkind” this year because Labor Day falls late, on Sept. Greta Gerwig in “Mistress America.” Credit. Early summer tends to be dominated by franchises, and late summer can be a dead zone, with crowds distracted by last-chance summer vacations and all things back to school. Some of those films are picked up at the Sundance Film Festival early in the year, and indie distributors need about three to six months to firm up publicity strategies, make trailers and set a release date. There is not a quiet weekend now at all.”ĭistributors of smaller or smallish films said they often seized on mid-to-late summer to put smarter programming in front of blockbuster-weary audiences. “It’s a chessboard game,” said Jonathan Sehring, president of IFC Films, distributor of “One & Two.” “Nothing was there when we programmed.
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The answer is that it depends - on competition, real and perceived theater availability awards viability when the stars are free to swan in for premieres and that old chestnut, whether Meryl is opening a film at the same time. At the beginning of the summer, it seemed that this Friday would be the start of a fairly sleepy weekend: A few months back, one count put the number of films set to open that day at about 10. But as the weeks passed, the figure steadily ticked up to nearly two dozen. Which led to the question: How exactly do distributors determine when a movie should be released?