Estimated read time: 5-6 minutes
This archived news story is available only for your personal, non-commercial use. Information in the story may be outdated or superseded by additional information. Reading or replaying the story in its archived form does not constitute a republication of the story.
SALT LAKE CITY -- He can expect more elsewhere in the nation. But when it comes to the Wasatch Front, Blake Andersen doesn't expect much later this week.
With five major studios releasing six movies between Wednesday and Sunday — including “We Bought a Zoo” Friday and also Regency Entertainment's “The Darkest Hour” on Christmas day — signs point to the 2011 Christmas season bringing unprecedented success to the box offices.
But when it comes to Christmas day film releases and their corresponding success locally, the general collective values of those in the Wasatch Front will make Sunday's box office revenue almost the direct inverse of the financial success that will be garnered elsewhere, said Andersen, the general manager of the Larry H. Miller Group's Megaplex Theatres.
“Christmas is traditionally one of our biggest days of the year, so we clearly think it falling on a Sunday this year will influence us to some degrees,” Andersen said of a yule-filled season that, led by “Avatar,” set a domestic and international record for most revenue in 2009, beating the “Dark Knight”-led summer of 2008. “Nationally, Sundays are one of the biggest days of the week. Here in Utah and the Bible Belt, it tends to be slightly different on the weekday. I think we’re very in tune with the communities we do business in. We adjust to the values of community and just try to be very sensitive to that.”
#poll
Even if the studios think differently.
Hollywood spent$750 million on six films that had all been scheduled for December release dates: "Sherlock Holmes: A Game of Shadows," "Mission: Impossible - Ghost Protocol," "Alvin and the Chipmunks: Chip-Wrecked," "The Girl with the Dragon Tattoo," "The Adventures of Tintin," The Darkest Hour," "We Bought a Zoo," "In the Land of Blood and Honey," and "War Horse," the latter five of which will be released between Wednesday and Sunday.
Although Andersen said that Megaplex Theatres expects that Dec. 25 will garner 30 to 40 percent more revenue than a normal Sunday, he still expects the revenue to remain lower than the theaters garner on a typical Saturday. Most weeks, the Megaplex usually finds a 50 percent drop in revenue from Saturday to Sunday, though Sundays still remain between 10 and 20 percent better than most weekdays, Andersen said.
“I know it will be a busy day, much busier than another Sunday, particularly on Sunday night,” Andersen said of the day that Ralphie of a “Christmas Story” received his coveted Red Rider BB gun. “That will be true particularly in the Salt Lake market, with a greater cross-culture of people.”
Despite the tilt in ticket sales that the Gateway’s Megaplex 12 may experience, Andersen said that he fully expected Monday to be the day of box office bursting. He is expecting the business to rake in a 200- to 300- percent increase on Dec. 26, compared to the previous day.
It should amount to one of the busiest days of the year, along with the Fourth of July and Memorial Day, he said. Most Megaplex theaters will open by 10 a.m. on Monday, he added.
“I would predict that nationally, Christmas Sunday will do very well outside of Utah and the Bible Belt, though it will reverse for us,” he said.
Nick Latimer, producer and general manager of the Broadway Theatre Group in Los Angele previously worked on shows in Utah Country with the Donny Osmond and “Reflections” artist Rick James and shot a film called “Clay Pigeons,” starring Joaquin Phoenix, in Utah.
With an understanding of how many in the area approach Sundays, Latimer said that while he views Christmas as a time for “personal, private celebration, personal reflection and how to conduct one’s self in the future,” when he said he doesn’t personally seek personal entertainment on Dec. 25. However, he said it was important that he attend his own theater, a forum of feature shows and live film productions and rehearsals, on a day where patrons will be crowding the theaters’ quaint ticket booth.
“I think creative expression is such a personal thing. For others, it’s a business thing,” he said. ‘If they can afford to pay for this location, they are welcome here. The choice is their own. Sometimes I can identify with and embrace it, and other times I feel distant from the content. In those situations, it’s business.”
Latimer said that he expects at least twice as many tickets to be sold this particular Sunday, compared to all other weeks.
“I expect (the figure to be) very well because of the working class communities who will finish their Christmas breakfast or Christmas dinner, who went to church, and then will probably be looking for entertainment,” Latimer said. “I can expect pretty much a typical holiday weekend. I think it will be marginally higher, because for many people, it’s a four-day weekend, Friday through Monday. People will be looking for entertainment by Sunday evening.”
When questioned why Monday box office attendance won’t reach the Sunday tally, despite the fact that many will opt not to work either day, Latimer didn’t hesitate.
“Sundays will be higher because Monday is the recovery day to prepare for work,” he said, estimating that Sunday revenues will be as much as 50-percent higher than what the following day brings. “It’s different.”
Rhett Wilkinson is a USU student majoring in journalism and speech communications. He has previously been an intern for the Deseret News. He can be contacted at rhett.wilkinson@yahoo.com or Twitter: wilklogan
