By Lisa Richwine and Rollo Ross
LAS VEGAS () - Fifty years back, in June 1975, "Jaws" hit the big screens, terrified viewers, and left an indelible mark on cinema.
The shark film turned into the inaugural summertime blockbuster, setting a blueprint that movie studios in Hollywood continue to use even now.
Heavily promoted, 'Jaws' generated excitement that set the film apart as an essential viewing experience. This blockbuster success altered the trajectory of the budding filmmaker’s career—Steven Spielberg was just 26 at the time—and influenced how studios plan their release strategies.
"'Jaws' was pivotal because before then, there wasn’t truly a distinct summer movie season," explained Paul Dergarabedian, senior film industry analyst at Comscore.
There could be significant films released throughout the year, yet there wasn’t a season that captured what youngsters aimed to do during summertime, which was head to the cinema," he noted. "This shift truly transformed everything.
"Star Wars" followed a similar trajectory in the summer of 1977, releasing across American theaters around the U.S. Memorial Day weekend. In June 1981, Spielberg introduced his inaugural "Indiana Jones" film.
Currently, Hollywood releases much of its biggest films in cinemas between the beginning of May and Labor Day in September.
Approximately 40 percent of yearly box office earnings in the U.S. and Canada are attributed to that particular season. During this period in 2024, domestic movie theaters saw revenues from tickets amounting to $3.7 billion.
Doreen Sayegh, who owns and runs the five-screen Cranford Theater in New Jersey, stated, 'In the film industry, everyone anticipates summertime.' She added, 'This season brings forth major releases and blockbuster hits, plus with schools closed, many families visit our theater.'
The film industry is pinning its hopes on this summer to turn around a declining trajectory. Data from Comscore indicates that ticket sales in the United States and Canada are currently down by 11% compared to the same period last year, staying below the figures recorded before the pandemic. Movie theaters are grappling with rivalry from home-based streaming platforms like Netflix.
BIG SUMMER BETS
This week, during CinemaCon—an annual convention for cinema operators in Las Vegas—movie studios showcased their top picks for the upcoming summer season. Film producer Jerry Bruckheimer told the audience that "Top Gun: Maverick" earned a staggering $1.5 billion globally in 2022.
Bruckheimer stated, “We’re prepared to make another one,” referring to Warner Bros.’ action film “F1” featuring Brad Pitt as a Formula 1 racer. He added, “This will undoubtedly be the must-see blockbuster of the season.”
"Fast & Furious 1," set for release in June, stands out as one of the limited high-profile original films amidst a lineup dominated by sequels, reboots, and franchise installments.
At Walt Disney’s Marvel Studio presentation, they showcased "Thunderbolts," featuring an unconventional group of superhero characters played by actors like Florence Pugh, David Harbour, and Julia Louis-Dreyfus. This film is set to launch the summer cinema lineup in May. Following this release, Marvel plans to present "The Fantastic Four: First Steps" in July.
Warner Bros promoted its upcoming "Superman" film, helmed by Guardians of the Galaxy director James Gunn. This marks the inaugural appearance of the iconic red cape for actor David Corenswet as part of the company’s newest effort to revitalize their DC Comics movie franchise.
Comcast's Universal Pictures has promoted a new dinosaur film titled "Jurassic World: Rebirth," featuring Scarlett Johansson and Jonathan Bailey.
Tom Cruise, one of cinema's greatest supporters, hinted at "Mission: Impossible - The Final Reckoning," which could potentially mark his final appearance in the action series.
FAMILY FILMS AND ACTION
Sayegh expressed optimism regarding several forthcoming family-oriented films such as a new adaptation of "The Smurfs," a live-action version of "How to Train Your Dragon," and "The SpongeBob Movie: Search for SquarePants." She noted that family movies have consistently performed among the best at movie theaters in recent times.
She was equally captivated by the "Mission: Impossible" trailer. She expressed excitement about this summer, mentioning "it’s packed with action and an abundance of adrenaline. The lineup I’ve viewed so far has me quite thrilled."
Other theater owners were pleased with the full lineup following the interruptions caused by the pandemic and the 2023 Hollywood strikes, although some argued that studios ought to release the movies at a more staggered pace. For instance, "F1" is scheduled to debut only five days prior to "Jurassic World."
As individuals consider their summertime leisure activities, concerns over a potential worldwide economic slowdown have been ignited by Republican US President Donald Trump's imposition of tariffs. This economic unpredictability stemming from governmental measures might pose challenges for the film industry, according to Michael O'Leary, who serves as both the president and chief executive officer of Cinema United, a trade association.
"Being part of an industry that depends on individuals possessing disposable income, we face challenges when economic markets become uncertain for whatever reasons; during such times, people generally refrain from utilizing their disposable funds as freely as they typically might," stated O'Leary.
As Hollywood tallies up this summer’s box office numbers, audiences can look forward to seeing an iconic figure back on the silver screen. To mark its 50th anniversary, Universal intends to bring “Jaws” back into cinemas towards the end of August.
(Reported by Lisa Richwine; Edited by Mary Milliken and Nick Zieminski)