Counterprogramming Box Office -- It Hardly Ever Works
An analysis by the Los Angeles Times of the box office of films released as "counterprogramming" to major tentpole movies has concluded that while the counterprogramming idea may seem logical in theory, "in the real world, it's borderline suicide." The newspaper tracked the recent history of such a release tactic, concluding that "the results have been mixed to terrible," with the exception of the ABBA musical Mamma Mia! , which was released on the same weekend as Warner Bros.' The Dark Knight in 2008. That record would appear to place the domestic release of The Best Exotic Marigold Hotel in risky territory this coming weekend -- if it weren't for the fact that the movie has already earned $70 million overseas. Early reviews of the movie are nearly universally positive.