What do you get when you pair dazzling visual effects with branding and pre-awareness? Lotsa cash. As the summer movie season launches, Jurassic World just broke the record of opening weekend box office, beating The Avengers. Oscar season will wipe summer season off the map but you’d have to be an idiot not to read the writing on the wall. One now wonders where Jurassic World will end. Star Wars is going to wipe it off the map and we’re going to see another year where branded pre-awareness paired with visual effects rules the day.
Monday Update #2: Universal is reporting that Jurassic World grossed $208.8 million this weekend, which sets a new all-time opening weekend record.
Monday Update #1: Early reports this morning have Jurassic World’s final weekend tally hitting $209 million, which tops the $207 million haul of the first Avengers.
The only question that remains is what the Oscars plan to do about the changing Hollywood. Will they expand Best Picture to an even ten to allow in the tent poles? Will they create an additional category for Best Effects Driven Picture? Will they expand that puny Visual Effects category to ten at least? They will not evolve, at least not yet, not until they have no other choice. They will continue to embrace the small indie drama that appeals to their sensibilities.