The upcoming blockbuster vacuum presents a unique opportunity for counter-programming, testing whether smaller, more targeted films can thrive in the absence of major competition. This scenario follows a period dominated by giants like Weapons, which has earned a massive $148.8 million globally.
The year has been a story of titans. The colossal success of Jurassic World Rebirth ($828 million) and other major hits have taken up most of the oxygen in the marketplace, making it difficult for smaller films to break through.
Now, with the titans temporarily departing, a vacuum has been created. This gives smaller films, like Ethan Coen’s Honey Don’t! and Paul Thomas Anderson’s One Battle After Another, a chance to capture the attention of serious moviegoers. The theory of counter-programming suggests these films could overperform in a less crowded market.
This experiment will be short-lived. The titans will return in October with Tron: Ares, once again dominating the landscape. But the performance of the fall’s smaller films could provide valuable data on the power of counter-programming in the modern theatrical era.