Summer doesnt seem an ideal time for people to sit in a dark room – wouldnt winter be better? More generally, why are some times of year seen as more auspicious for a film release?
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It’s generally considered that _Jaws_ (1975) invented the summer blockbuster; before that it was indeed a bad time for a movie to be released. This article goes into more depth but the key things seem to be a massive, front loaded marketing campaign and an extremely wide release from the very start. https://boldentrance.com/jaws-the-monster-movie-that-invented-the-summer-blockbuster/amp/
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