Before 1975, summer was considered a dead zone for movie releases. Studios saved their prestigious films for holiday seasons, believing that warm weather would keep audiences away from theaters. That all changed with one mechanical shark and a young director named Steven Spielberg.
Prior to ‘Jaws,’ the film industry followed a traditional release pattern. Oscar-worthy films debuted during winter months, while B-movies and lower-budget features filled summer schedules. Theater owners often struggled during summer months, as air conditioning wasn’t yet universal and beaches beckoned.
Then came ‘Jaws.’ Universal Pictures made an unprecedented decision to release the film in 464 theaters simultaneously on June 20, 1975, accompanied by an extensive national television marketing campaign – a novel strategy at the time. The result? ‘Jaws’ devoured box office records, becoming the first film to gross over $100 million.
The film’s success revolutionized Hollywood’s business model in several ways:
- Marketing Strategy: ‘Jaws’ pioneered the wide-release strategy supported by heavy television advertising, now standard practice for major films.
- Release Timing: Studios realized summer wasn’t just viable – it was optimal. With schools out and viewers seeking air-conditioned entertainment, summer became prime movie season.
- Merchandising: The film’s success sparked a merchandise boom, from T-shirts to toys, creating a template for future blockbusters.
- Budget Expectations: ‘Jaws’ proved that big-budget films could yield massive returns, paving the way for future summer spectacles.
Post-‘Jaws,’ the summer blockbuster formula emerged: high-concept premises, cutting-edge special effects, wide releases, and massive marketing campaigns. Films like ‘Star Wars’ (1977), ‘Raiders of the Lost Ark’ (1981), and ‘E.T.’ (1982) followed this blueprint to tremendous success.
Today, summer blockbuster season is crucial to the film industry’s annual calendar, typically generating 40% of yearly box office revenues. What began as a gamble with a troublesome mechanical shark transformed into a cornerstone of Hollywood’s business model, forever changing how we experience movies.
The legacy of ‘Jaws’ extends beyond its thrills – it fundamentally altered the entertainment industry’s approach to film distribution, marketing, and seasonal strategy, creating the summer blockbuster phenomenon we know today.