It is Paramount Pictures 100th anniversary this year. Now that some might say is a pretty big anniversary and one which should be celebrated with great pomp and circumstance. However, all that Paramount has really done to mark the milestone is have a photo shoot done for Vanity Fair. Granted the shoot included a great deal of stars and directors who have made movies for the studio and had them together in one place at the same time. In itself that is pretty cool.
But it is really not enough, wouldn't you say?
You see Paramount has a unique opportunity that is at their feet at the moment. Normally a studio like Paramount would have a calendar full of releases over the summer that they produced and distributed. However this summer Paramount has very few films that they are releasing. There is the Avengers, although Paramount really only handled the distribution on that one. There are few other smaller releases and films they co-produced with other studios. But on the whole Paramount does not have many major releases in the summer of 2012.
This lack of blockbuster releases has to do partially with some films being pulled from their original release date to improve the film itself (here's looking at you GI Joe sequel). Another had a new release date set after the talent involved decided it best to release the film later in order to allow a better film overall to be made (JJ Abrams' untitled Star Trek sequel). That is two blockbusters right there that are being released either later this year or next year.
Again, the lack of blockbuster films being released this summer should not be viewed as a setback by Paramount suits, but rather an opportunity. It is the studio's 100th anniversary. What a better time to have special screenings of films the studio released over the last 100 years. Paramount could have limited engagement screenings in only a handful of theaters nationwide of some of their more well know and quite frankly classic films. Imagine a screening of Raiders of the Lost Ark at a theater near you. In fact, Raiders does indeed have a stunning 4k digital print right now that has been screened a few times already. Why not present that beautiful print in some theaters to fans of the film. Make an event out of it with contests and activities?
Then perhaps release films like The Ten Commandments, The Bob Hope/Bing Crosby Road films, Psycho, Breakfast at Tiffany's, The Odd Couple, Willy Wonka and the Chocolate Factory, Chinatown, Star Trek II: The Wrath of Khan, and Top Gun every week or two after. There is an audience for all of these films. Why not really make this 100th anniversary special and unique? This is a original and fun way to do just that.
Now I don't know if this idea was kicked around the corporate offices of Paramount last year and ultimately was scrapped as the numbers showed that it would not be profitable to re-release films in their catalog. Although if you look at the numbers on the re-release of Titanic in 3D, which stand at $350 million worldwide, then the arguments related to profitability go away or are at least weakened. Sure not all films are of the instant recognition and draw like Titanic. But if marketed correctly, people would come out on the idea of revisiting films from their past, films they loved and own.
All Paramount would be out is the cost to distribute the prints and the marketing involved in generating interest in the re-release of said film. The key is keeping the release of these films limited in scope. Perhaps aim for screenings only in a handful of major cities across the country. That way Paramount can limit the scope of their expenses, while also making these screenings feel unique and special, more like events.
I still, to this day, do not understand what goes through the minds of those in positions of influence at the movie studios. From where I am sitting, re-releasing classic films in theaters is an incredible opportunity for the studio and one I feel strongly will be profitable as well.
But alas....we do not live in a perfect film world....sigh
This year is Paramount Pictures 100th Anniversary. Now one would think they would be having revival screenings of some of their classics...but alas they are not...
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