The domestic box office in the summer of 2025 was the lowest on record since 1981, after adjusting all year’s grosses for inflation and not including the COVID-impacted summers of 2020 and 2021. Only two summer weekends this year produced a box office of at least $300M, driven by the openings of LILO & STITCH from May 23-25 and SUPERMAN from July 11-13. While those were fine films and weekends, the industry used to have a lot more of them, with nine summer weekends in 2019 over $300M.
One might finally say at this point, “Get over it! We’re done comparing moviegoing now to moviegoing in 2019”. Still, all major studios are continuing to invest hundreds of millions of dollars to create blockbusters to release in theatres first, before they fill their sails a second time when they become available to watch on streaming.
Most studios have come to see a high-profile theatrical release as an essential part of achieving a full return on their investment and creating a fan following that will turn out again for future sequels and spin-offs.
A particular challenge in the modern landscape is how a studio should market its films to build audience awareness and interest. The traditional approach of blanketing broadcast media with teaser trailers is not as effective as it used to be, as more people are looking to their phones for news and entertainment.
The trick is for studios to pique interest in an upcoming movie by using various channels, especially on social media and through influencers. Sequels have a built-in advantage in awareness, which is why studios are relying on them more and more.
Original films still have their place, which is at its peak in the early fall as we kick off the international film festival and awards season. Hopefully, the media coverage of red-carpet premieres can translate into theatrical success, at least in a few cases.
