Chapter 176: 'Counter Programming' and Jurassic Park Preludes
While many people were eagerly anticipating the release of the film 'Jurassic Park,' Universal Studios and Warner Bros. took an unexpected approach. These two major film studios, part of the big six, learned about the July 20 release date for 'Jurassic Park' and decided to release their highly anticipated movies around the same time to compete with it.
Universal Studios had planned to release 'Unforgiven' in August, but upon realizing the impending release of 'Jurassic Park' on July 20, they rescheduled their own movie for July 16. As a result, when 'Jurassic Park' marketing efforts began, Universal Studios had already been promoting their own films. However, these promoted films failed to captivate the audience in the same way 'Jurassic Park' did.
Universal Studios believed that they could attract more viewers if they released a movie they had confidence in around the same time as 'Jurassic Park,' in an attempt to compete and potentially steal the box office success from 'Jurassic Park,' which would have been detrimental to KiShin Pictures.
As for Warner Bros., their movie 'Batman Returns' had originally been scheduled for a June release in cinemas. However, Warner Bros. CEO and executives, anticipating the release of 'Jurassic Park,' made the decision to postpone the screening date, aiming to release their film in close proximity to 'Jurassic Park.'
As a result, Warner Bros. premiered 'Batman Returns' on July 16. This strategic move by the two film studios to adjust their movie release dates to align with 'Jurassic Park' was termed "Counter Programming."
Traditionally, "Counter Programming" was a strategy employed by smaller film studios to compete with larger ones by scheduling their movie releases in close proximity to those of the major studios.
"Counter Programming" serves as an option for individuals uninterested in the larger studio's films, offering them more diverse choices and the opportunity to explore movies from smaller studios. For instance, when major studios release action-packed films, smaller studios may opt for comedy, creating a balanced movie-going experience. This strategy can be risky, but it has proven effective for some smaller studios.
However, in this instance, the approach differed, as the two major studios within the big six decided to employ this tactic to undermine KiShin Pictures' debut film, 'Jurassic Park.' Indeed, the films from these prominent studios began to yield profits, diverting the attention of many viewers away from 'Jurassic Park.'
In venues like AMC Loews Lincoln Square, where 'Batman Returns' was screened, crowds began to gather. Some patrons engaged in discussions with their friends, expressing sentiments like, "I had been eagerly anticipating this Batman movie for a long time, and I'm delighted that it's finally showing in cinemas."
His friends nodded in agreement, and one of them eagerly responded, "Absolutely, it's a great opportunity to finally catch the movie!"
All the friends nodded, and another chimed in, saying, "I had originally planned to see 'Jurassic Park' with my girlfriend, but now, with the change in plans, 'Batman Returns' seems like a fantastic choice."
The group unanimously nodded as one friend quipped, "Who would want to watch that ridiculous movie, anyway?"
"True..." everyone nodded in agreement, reaffirming their shared sentiment.
'Batman Returns' hit the screens in the USA, and on its first day of release, it raked in approximately 2 million dollars at the box office. The following day saw a significant surge to 11 million dollars, and by the third day, the film's box office sales had risen to an impressive 16 million dollars in a single day.
Regarding Universal Studios' 'Unforgiven,' it also premiered in US cinemas, with an unexpected first-day box office tally of about 4 million dollars. However, over time, the daily box office earnings gradually declined to 2 million dollars.
The premiere of KiShin Pictures' 'Jurassic Park' took place at the Uptown Theatre in Washington DC on July 18.
The film's stars, including Samson Neill, Ricardo Attenborough, and others, along with the influential director Stephen Spielberg, were in attendance. They were warmly welcomed by many devoted fans of the 'Jurassic Park' cast.
As the actors, directors, and writers arrived in their luxurious cars, they gracefully walked the red carpet. Enthusiastic fans called out, "Woo! Samson! Look this way!" from behind the railing. On the side of the red carpet, stanchions were set up, and the 'Jurassic Park' cast members were visibly thrilled by the crowd's excitement.
The gathering appeared to consist of approximately a thousand people
The camera's bright flashes illuminated the 'Jurassic Park' cast as they stood on the red carpet. Behind them, the step-and-repeat board displayed logos of KiShin Pictures, Savoy Pictures, and even KiShin Electronic, positioned right next to the KiShin Pictures emblem.
The CBS news interviewer directed his attention to Samson Neill, addressing him, "Good evening, Samson Neill." Samson Neill reciprocated the greeting with a nod and a friendly smile. The male interviewer continued, "This film, 'Jurassic Park,' is your most significant project to date, and as one of the main cast members. How do you feel about it?"
With a warm smile, Samson Neill replied, "I'm incredibly grateful and thrilled." He paused briefly, nodding, and added, "I'd like to express my deep gratitude to KiShin Pictures, Stephen Spielberg, our director, and the casting director, John Oscar, for giving me this incredible opportunity."
Other media outlets' interviewers engaged with Laura Dern, a newcomer to the world of acting.
The CBS interviewer then posed another question to Samson Neill, stating, " 'Jurassic Park' received criticism from many film critics and enthusiasts even before its release. What's your response to these opinions?"
Samson Neill, seemingly prepared for such a question, nodded and maintained a smile. He replied, "I've always believed that one should give 'Jurassic Park' a chance before forming any judgments, and I promise you won't be disappointed." With a reassuring smile and another nod, he concluded, "That's all."
The CBS interviewer nodded and, after a while, concluded the interview with Samson Neill. He then turned his attention to Stephen Spielberg, who had already been interviewed by various media outlets.
A female CNN interviewer addressed Spielberg, saying, "You are a highly talented director in Hollywood with an esteemed reputation. 'Jurassic Park' was initially seen as a potential failure. Can you explain why you chose to work on a film project with an inexperienced studio lacking prior experience in the film industry?"
Stephen Spielberg remained silent for a moment before responding, "There's a saying that we shouldn't judge a book by its cover. My advice is to watch the film 'Jurassic Park' before passing judgment. That's all." With that, he casually made his way into the theater, paying little attention to the various media outlets left somewhat bewildered by his departure.
Some interviewers from different media outlets exchanged puzzled glances before proceeding to interview other members of the 'Jurassic Park' cast.
As the premiere of 'Jurassic Park' got underway, the audience, including film critics invited by KiShin Pictures, settled into their seats in the theater. The film began, and various film critics chose to watch it, with the understanding that their reviews would be released after the official nationwide release on July 20. KiShin Pictures had made this offer to prevent spoilers from circulating before the wide screening.
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