Movie studios spend a great amount of time and money deciding how and when to release their films. Knowing how to place a film is especially important this time of year, when blockbusters with massive marketing budgets rule the summer landscape. Even major studio releases have to be smart about carving out the right release profile.
This weekend’s new releases exemplify the kind of studio tactics that come into play this time of year. Last week’s release of Guardians of the Galaxy 2 (which our swarm correctly predicted would blow past the average May opening weekend box office for Marvel Comics movies) and next week’s new installment in the Alien franchise are both the kind of heavily marketed big summer releases that other studios try to avoid any competition with. This weekend provides a window between those two films, giving the UNU Movie Swarm two new films to consider.
As you can see, the two movies the swarm considered for the weekend are King Arthur: Legend of the Sword and the Amy Schumer comedy, Snatched. Neither movie was originally scheduled for this weekend. Arthur was considered for a holiday release at one point before being shifted to an early summer debut. Snatched, meanwhile, was supposed to come out next weekend on the 19th, until the studio thought better of trying to take on Alien.
The UNU Movie Swarm had mixed reactions to the two films. King Arthur: Legend of the Sword is the latest film to try to find success in the legendary English hero. Directed by Guy Ritchie and starring Jude Law and Charlie Hunnam, the movie hopes to fare better than Antoine Fuqua’s gritty 2004 Arthur epic. The swarm was bullish on King Arthur’s chances. They found the story captivating and accessible.
The swarm is less sold on Snatched. Amy Schumer has become something of a polarizing figure of late, and as the group watched the Snatched trailer the swarm seemed to exhibit signs of fatigue with its star’s comedic sensibilities. What story elements they saw in the trailer seemed to bounce off them. Worse, they thought the cast — namely Schumer herself, as well as co-star Goldie Hawn – would have trouble pulling in a wider audience. Those factors combined spell trouble for Snatched, at least in the eyes of the swarm.
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