As 2012 winds to a close, we’ll be doing a year in overview early in the new year, it’s time to have a look at the wall of new films heading our way in the first 6 months of 2013. Please note that the dates are subject to change.
So for the first 181 days of 2013 there are no less than 107 films releasing in Australia that have been announced. There will be others that will come in, but below only features the 107 as confirmed via the MPDAA and cross checked against IMDB where possible.
Normally most films release on the Thursday of any given week with some exceptions for worldwide release dates, Indian titles (generally Friday starts) or special events.
For The 107 films that equates to the following
On average a film is releasing in Australia every 1.7 days.
JANUARY – 16 Releases (14.95% of total) – 1 every 1.94 days.
This is pretty much set in stone now. An even spread of releases across the holiday period generally showcases the premium pedigree or wide audience product. Being its generally the busiest trading month of the year this is where you’ll find most of the studios key releases.
FEBRUARY – 25 Releases (23.36% of total) – 1 every 1.12 days.
Oscar bait territory. This month, being the shortest month of the year, is releasing more films than any other. It’s gonna be a bloodbath of a month for releases – with the holdovers from Jan and the newbies vying for screen space. Though looking through the releases there’s a couple I suspect will move before too long. One I can pretty guarantee will go straight to home entertainment.
MARCH – 24 Releases (22.43% of total) – 1 every 1.29 days.
Post Oscars washout and heading into Easter its certainly the strongest non key holiday month of variety for audiences. Again this is going to be a blood letting month where films are going to be savaged to squeeze everything in.
APRIL – 16 Releases (14.95% of total) – 1 every 1.88 days.
Easter Holidays product and heading into the start of the U.S. summer releases with IRON MAN 3 to close the month. Here you can revisit JURASSIC PARK in 3D too!
MAY – 14 Releases (13.08% of total) – 1 every 2.14 days.
Getting busy with the tentpole season as IDENTITY THIEF, THE BIG WEDDING, STAR TREK INTO DARKNESS, THE HANGOVER PART 3 and THE GREAT GATSBY are all coming at you in this corridor.
JUNE – 12 Releases (11.21% of total) – 1 every 2.5 days.
U.S. Summer kicks into the Aussie release schedule as FAST & THE FURIOUS 6, AFTER EARTH, MONSTERS UNIVERSITY, WORLD WAR Z, DESPICABLE ME 2, EPIC & 3D MAN OF STEEL all come at you.
It’s a really busy schedule and you’ll find the full list below. I wonder how much of the content the actual market will sustain, bearing in mind that not every release that is going out is one here and how much of it will get lost in the mix?
It’s not just about locking in a date to release the film – it’s also about cut through. How do you hear about films? In Cinemas? Bus Shelters? Outdoor Advertising? Radio? TV? Internet? Newspapers? Word Of Mouth? A fair mixture of all of them I’m hazarding a guess. If you’ve got a date and you have a wall of other films going in at the same time – how are you going to make your film stand out with the wall of messages on the other films in the same channels as you?
Looking at February 28, where there are currently 9 films releasing, that’s 9 different competitors using the same limited promotional corridors to announce their title to you. There’s only a finite number of avenues available to promote these films and when there is 9 teams all trying to snaffle these channels up – how much cut through to their audiences can they get?
It needs to be noted that these 9 titles are a mixture of wide and limited releases.
Or look at it this way – how do you give your flick a profile in a month where, on average, there is a different film releasing every 1.12 days?
Are there too many films being released into cinemas?
Is the Australian market big enough to sustain the huge surge of product being released into it?
Do you ever encounter a film that’s been and gone at the movies before you even knew it existed?
I certainly believe this is a problem that plagues the limited release market – niche market films are dying before they even get a chance to spread their wings due to a plethora of new product that keeps releasing around them. This has little to do with the quality of the film, though it certainly helps for word of mouth, but if the film doesn’t gross spectacularly in its opening weekend rest assured it’ll suffer reduced sessions to squeeze a new title in. Everything is driven for your opening weekend result – if you don’t get one – it’s all over red rover.
But if you want an idea of the health of limited releases grab out your local art house cinema guide – my guarantee to you is that they are all playing the mainstream titles more often than not now and that the % of titles favour the mainstream over the limited. They have to do it in order to survive.
Let’s get talking about this – let’s open the forum – I’d love to know your thoughts!
Here’s the line up – please note dates are subject to change. (via MPDAA)
|1 January||3D Life Of Pi|
|3 January||Jack Reacher|
|7 January||3D The Last Reef|
|10 January||3D Paranorman|
|Matru Ki Bijlee Ka Mandola|
|17 January||3D Monsters Inc|
|This Is 40|
|You Will Meet A Tall Dark Stranger|
|24 January||The Guilt Trip|
|31 January||Zero Dark Thirty|
|Silver Linings Playbook|
|7 February||3D Hansel & Gretel: Witch Hunters|
|Whole Lotta Sole|
|14 February||West Of Memphis|
|21 February||3D Cirque De Soliel World’s Away|
|The Last Stand|
|Roman Polanksi A Film Memoir|
|Playing For Keeps|
|21 And Over|
|Save Your Legs|
|I Give It A Year|
|7 March||3D Oz The Great & Powerful|
|A Late Quarter|
|14 March||3D Hara-Kiri|
|The Incredible Burt Wonderstone|
|21 March||3D Jack The Giant Slayer|
|A Good Day To Die Hard|
|28 March||3d The Croods|
|3D G.I. Joe Retaliation|
|Rust & Bone|
|Hyde Park On Hudson|
|Escape From Planet Earth|
|4 April||Saving General Yang|
|3D Jurassic Park|
|Nim’s Island 2|
|Olympus Has Fallen|
|11 April||Camille Rewinds|
|For Greater Glory|
|Scary Movie 5|
|18 April||Bullet To The Head|
|The Company You Keep|
|25 April||Haute Cuisine|
|Iron Man 3|
|2 May||The Evil Dead|
|Welcome To The Punch|
|The Big Wedding|
|The Place Beyond The Pines|
|16 May||3D Star Trek Into Darkness|
|Happiness Never Comes Alone|
|23 May||In The House|
|The Hangover Part 3|
|30 May||3d The Great Gatsby|
|6 June||Fast & The Furious 6|
|Now You See Me|
|13 June||3D Epic|
|The Best Offer|
|20 June||World War Z|
|3D Despicable Me 2|
|3D Monsters University|
|27 June||3D Man Of Steel|
|White House Down|
|The Look Of Love|