From today’s perspective, United Artists’ 1963 release of “Dr. No” looks like pure sabotage. After screening the first James Bond film for three weeks across 450 theaters in the Midwest, it finally debuted in New York and Los Angeles on the week of Memorial Day 1963. And yet, this modest acorn of a British movie produced not one but two business models that reshaped the industry: It led to the creation of the franchise film, and the blockbuster release strategy.
To be fair, while “Dr. No” wasn’t viewed as an A+ title, this distribution approach wasn’t meant to scorn. Top films usually opened as exclusive runs in larger cities with staggered dates; lesser titles sought a quick return via multiple theaters in the same metropolitan area. However, its status as a British hit didn’t carry much weight; it starred an unknown, Sean Connery, and it was overshadowed by “Hud...
To be fair, while “Dr. No” wasn’t viewed as an A+ title, this distribution approach wasn’t meant to scorn. Top films usually opened as exclusive runs in larger cities with staggered dates; lesser titles sought a quick return via multiple theaters in the same metropolitan area. However, its status as a British hit didn’t carry much weight; it starred an unknown, Sean Connery, and it was overshadowed by “Hud...
- 6/1/2020
- by Tom Brueggemann
- Indiewire
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