As a film enthusiast who has been following Hollywood for over two decades now, I must say that the evolution of the movie industry has been both fascinating and concerning. On one hand, it’s remarkable to see how far we’ve come in terms of representation, with projects helmed by trans women and filmmakers of color becoming mainstream. On the other hand, the dwindling level of creativity and risk-taking is disheartening.
During the 2010s decade, the domestic box office earnings for the month of August reached unprecedented heights, with a few exceptions in the 2000s (when August earned over $900 million in both 2004 and 2006). Remarkably, in 2014 and 2016, the domestic earnings for August surpassed the billion-dollar mark for the first time ever. In fact, seven out of ten Augusts during this period exceeded $850 million, a significant increase compared to the meager $712.9 million earned in 2005. Even as far back as 2000, the earnings from August were only around $669.3 million!
Beginning August 2024, let’s seize this moment and delve into the domestic box office of August 20 years ago. Journeying back to the year of Shrek 2 isn’t merely indulging in box office lore (there will be a fair share of that). The significant surge in August box office figures during the 2010s was primarily because Hollywood significantly revamped the types of films they released in theaters. Does the selection of movies from August 2004 resemble modern cinema…or is it a cinematic collection from another galaxy?
In August of 2004, the total earnings at the domestic box office were $795.3 million, marking a decrease compared to the previous three Augusts, each exceeding $800 million. The top-grossing film that month was “Collateral” with an earning of $81.3 million. This was Tom Cruise’s last major box office hit before his image took a hit due to the couch-jumping incident in 2005. At this time, even mediocre Cruise movies like “Vanilla Sky” could earn over $100 million domestically due to his appeal. The success of “Collateral” demonstrated his star power at the time. The highest July holdover was “The Village,” which earned $72.9 million. No films during August 2004 managed to gross $100 million or more. The only newcomer from that month that eventually surpassed $100 million in its lifetime domestic run was “Collateral.”
During August 2004, a multitude of films were presented to cinemas, yet none were guaranteed box office sensations or even potential sleepers. In total, 14 new wide releases graced the silver screen that month (making it 15 if we include Napoleon Dynamite, which expanded its release at the end of August). The horror genre reigned supreme, with titles such as The Exorcist: The Beginning, Anacondas: The Hunt for the Blood Orchid, Open Water, and Suspect Zero. At that time, horror films were generally considered unsuitable for prime release slots during May to July. Despite the success of The Blair Witch Project in July 1999, August was essentially the only summertime month these titles could be released in the mid-2000s. Hence, it’s no surprise that horror ruled August 2004.
In approximately ten years, by August 2014, a total of fifteen new movies were introduced to the market, which was an expansion compared to the thirteen films in August 2004. However, it’s essential to note that many of these 2014 releases came from independent studios, while the major studios primarily controlled August 2004’s lineup. Fast forward ten years, labels such as The Weinstein Company, Lionsgate, Relativity Media, CBS Films, and others accounted for about a third of those movies in 2014. With significant studios reducing their annual production, smaller companies were taking on a more prominent role. In some aspects, August 2024 might resemble August 2004 more than one would anticipate. Like its predecessor, August 2024 is characterized by cash-grab sequels and franchise films. But then again, how would you categorize the new releases in August 2004 like “Alien vs. Predator” or “Anacondas: The Hunt for the Blood Orchid”?
Over the past two decades, it’s clear that blockbuster films have significantly grown in size. On the other hand, smaller-budgeted movies find it challenging to achieve the box office success they would have attained in 2004. In August 2004, an impressive 11 out of 15 wide releases surpassed the $20 million mark domestically. Fast-forwarding to August 2019, we saw 18 movies debuting, but only half managed to clear that threshold, with seven falling short. Interestingly, both Augusts had five films earning over $50 million, though only two from 2019 reached the $80 million mark compared to three in 2004.
Royal Engagement,” would likely be absent from today’s cinematic landscape.
In the name of fairness, it’s important to point out that the development of some parts of the film industry, particularly indie films, has involved certain trade-offs. Certain genres have become less popular, while projects that would have been unlikely to see the light of day in August 2004 are now set for major releases in August 2024. For instance, a genre film starring a trans woman (Cuckoo) would have seemed impossible just 20 years ago. However, with few exceptions such as Hero, films by directors of color were virtually non-existent in August 2004’s lineup. Conversely, August 2024 is looking quite diverse, with new wide release titles from M. Night Shyamalan and Zoe Kravitz. Furthermore, It Ends with Us is predicted to be a surprise box office hit during the second weekend of August 2024, much like The Princess Diaries 2: Royal Engagement did 20 years ago. In essence, time seems to move in a loop, and everything eventually comes full circle.
Over the past two decades, certain shifts in the film industry have been unavoidable, while others stem from a shrinking number of competitors and reduced creative daring among studio executives. The issues that plagued movie releases in August 2004 have largely persisted instead of being addressed, with Hollywood now focusing on one blockbuster monopolizing the box office for extended periods. Interestingly, it’s during these times when multiple titles are available that the biggest August box-office successes occur. Even months dominated by comic book movies have thrived due to unexpected hits like “Teenage Mutant Ninja Turtles” or “Don’t Breathe.”
Avoid being overly dependent on a single major release, Hollywood. Instead, diversify your film portfolio by creating movies of various genres and sizes. August, for instance, has shown it can accommodate massive blockbusters like “Guardians of the Galaxy,” which were initially considered unlikely hits in 2004. However, relying solely on these big-budget films might not be the best strategy. Look back at August from two decades ago, a time that was successful due to movies featuring Jamie Foxx, princesses, and otherworldly conflicts.
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2024-08-09 17:15