By Tom Holste
Feb. 10, 2016
Box Office Mojo has reported that Warner Bros. is moving the release date of the Steven Spielberg movie Ready Player One from December 1, 2017 to March 30, 2018. This move comes in the wake of Disney moving Star Wars Episode VIII from May 26, 2017 to the December date previously occupied by the Spielberg film.
The fact that Warner Bros. moved the date of their movie away from Star Wars is not surprising at all. The fact that they moved it to March does say a lot about the current trend in big-ticket movies away from traditional dates.
Previously, big movies were only released in the summer or around the holidays. Spring and fall used to be seasons for studios to release movies that might have a harder time finding an audience (sci-fi films without big-name actors, or quirky comedies from overseas). But Batman v. Superman: Dawn of Justice (also by Warner Bros.) is being released in March, and now Ready Player One — based on a best-selling book that’s loaded with nostalgia and geek references, and directed by probably the most famous filmmaker living today — is also getting a spring release. Neither of these movies sound like they would have a hard time attracting an audience.
What this move seems to reveal is that release dates are becoming less important overall to studios than they used to be. The prevailing thought used to be that people who might not care that much about something like Batman would still take a chance on his new movie if it was released during a vacation season when people head to the theater without much thought beforehand as to what they want to see. While the hardcore fans can almost always be counted on to show up for their favorite franchise, the people who don’t think that much about it can’t be expected to show up if it’s not convenient for them.
But now the rules are changing. While no one wants to open against Star Wars, the playing field is pretty much wide open otherwise. Batman is such a big property that Warner Bros. knows that they could release the movie on a cold Tuesday afternoon in February, and audiences will sell out the theaters in advance.
To put it another way, if you’re excited about Batman v. Superman, the fact that it’s not being released in June is not going to stop you from seeing it. And if you’re not interested, releasing the movie at a different time is not going to convince you otherwise.