LUCERO ENTERTAINMENT INC.
— The entertainment industry has been hit by a flood of new releases this summer, with nearly 70 films debuting in the last three weeks alone.
But while it may be tempting to chalk up the summer lull to the return of the summer, it may also be that the market is in a state of flux, with movies coming out on the heels of new awards season and major movies hitting theaters this fall.
While the summer’s films are likely to continue to get more and more of the limelight, it appears that moviegoing may be entering a period of flux.
While summer moviegoing was strong in the late 1990s and early 2000s, that was only because the industry had such a long, healthy summer to put out releases.
The average American moviegoer spends more than an hour each week in theaters, and that number is expected to continue rising in the coming years, said Steve Jaffe, a professor of film and entertainment studies at the University of Southern California.
And with summer movies taking over theaters, audiences are more likely to watch them.
That means moviegoers may be able to get to more of their favorite films during the summer.
And while some people may still choose to spend money on summer films, they are more inclined to do so during the spring and summer months, said Jaffe.
Summer movies have also become more popular than summer holidays, which are often associated with family entertainment and sports, Jaffe said.
That has contributed to increased ticket sales and increased box office revenue for summer movies.
And summer moviegoers have a tendency to spend their money on movies that aren’t necessarily going to be the hits of the year, Jaffe said.
And in some cases, movies are hitting theaters in the middle of the month, which may give the industry a chance to release a more focused release.
There is no clear trend to summer moviegoers, but Jaffa believes summer movie spending is going to increase, with most people being more likely than not to spend at least an hour and a half each week, according to Jaffe’s research.
He also believes that summer movies are the first to open, since many movies hit theaters during the last weekend in April, May and June.
Jaffe expects summer movie revenue to continue increasing as moviegoing expands across the country and people begin to look toward their summer vacation, which includes movies, food, drinks and entertainment, Jafra said.