EDITORIALS

Congratulations Paramount: The $1 Billion Mark

by
July 10, 2007
Source: FantasyMoguls, SlashFilm

Paramount

It's rare I divulge into the world of box office earnings and money, but this time a bit of congratulations is in order for Paramount. At some point yesterday (Monday, July 9th), Paramount was the first studio to cross the $1 billion mark in domestic ticket sales for 2007 (via FantasyMoguls). Not only were they the first this year, but it's the fastest any studio has ever crossed that line. And on top of that, this coming weekend they'll also pass $1.046 billion for the year, meaning they'll already beat their own all-time single year record that was originally set in 1998 largely because of Titanic (which was 50% of that year's earnings).

I've praised Paramount quite a bit this year, but this time it's really paid off (literally). They've really succeeded partially because of a strong grasp with marketing, both using the internet to their advantage as well as with conventional methods. They've also had a few moments where I've questioned what they're doing (with Next specifically), but it seems that was all mindless rambling considering how well they've done. Paramount really deserves it this year. They've really improved, put out a great selection of some of the year's better films, and become a studio that I've been happy to always work with.

This year already they've had some films that have really made an impact, whether at the box office or with critics: Zodiac, Blades of Glory, Disturbia, Shrek the Third, and recently Transformers. And they've got one hell of a line-up still left, including: Hot Rod, Bee Movie, Beowulf, and many more.

Just look at Transformers. Instead of releasing annoying news every day, for months Paramount would release new photos, trailer, clips, or news tidbits almost every week, and that means Transformers would top the headlines every week for those few months. It would always be on everyone's mind and the hype would just build every week so that by the time we hit July 4th, its release date, it had reached the maximum level of hype possible. And they could even still put out a new clip and people could still enjoy the film and not feel spoiled. This should easily be a case study in excellent marketing, catering to the fans, and how to put out a non-sequel adaptation that sets records in its opening week.

Congratulations again to one of my favorite studios and I hope for the best success the rest of the year. Now let's only hope that the remainder of their movies are as good as or better than what we've seen so far!

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