Art House Exhibs Asking For ‘12 Years A Slave’ After Globes Best Picture Win; Fox Searchlight Adding Hundreds Of Theaters

twelve-years-a-slave-michael-fassbenderEXCLUSIVE: Fox Searchlight plans to add about 500 theaters this weekend for director Steve McQueen’s 12 Years A Slave after last night’s Best Picture Drama win at the Golden Globes with a goal of reaching 1,000 runs in the next two weeks. Expect a lot of art house locales as big theaters are very packed with holdover holiday fare. After getting such nods from the Globes and Oscar nominations, a studio often ups its runs of the Fox_Searchlight__120814012904__130612015925__130626015606-1__130828002054film when it can using those awards and nominations as a marketing tool. New ads touting the nominations and wins are traditionally done and then blasted out into the marketplace. Award nominations and wins, especially for the Oscars, means cash at the box office. For instance, Argo, which was still in theaters, had grossed $110M before Oscar nominations and then grossed another $19M after. Between the time from the nominations to the Academy Award ceremony, the Warner Bros drama got a 14% bump at the box office and then another 5% bump after its win for Best Picture. (What was interesting is that Argo was on DVD at the time but still  playing in theaters). Sony has previously stated that it plans to re-release Captain Phillips on Wednesday, the day before the Academy Award nominations are announced, and hopes to expand the film to 1,000 screens. The studio’s American Hustle, which won the other Best Picture Golden Globe (for Comedy or Musical) is already in the marketplace in over 2,500 theaters. Conversely, Slave is playing in only 114 theaters. The Golden Globe and expected Oscar nominations for picture, acting and directing categories for Slave is marketing you can’t buy. The critically acclaimed film, having received a bevy of nominations from BAFTA, just opened in the UK on 208 screens to quickly grab the No. 1 spot with a strong $4.2M take over the weekend. Internationally, it has yet to debut in Germany, France, Australia, Mexico, Brazil and Japan among others. Domestically, it has grossed $38.9M since being released in a limited run October 18. “What we’re looking at is what we call a two-step. We will be adding theaters both this weekend and next weekend, going back into some of the art theaters that we were in before,” said Frank Rodriguez, head of distribution for Fox Searchlight. “Based on the Golden Globe win and expectations for it do well with the Oscar nominations on Thursday, we will pop it up over the next couple of weeks and hope to get to into 1,000 theaters by Jan. 24th.” Fruitvale-Station1He noted that the marketplace is very crowded with holdovers from the holiday. And he’s right. It’s not just the commercial field that is crowded but also the art house market with Warner Bros’ Her and The Weinstein Co.’s August: Osage County expanding this past weekend. Fare such as the critically-acclaimed Fruitvale Station from director Ryan Cooglerwhich may get a Best Picture Oscar nom on Thursday, is unlikely to get back into theaters as its DVD run starts tomorrow.

Comments (13)

  • Still not gonna buy you an Oscar for best pic but get that CASH!!!

    Was a nice movie but the script killed it.

    Comment by Naidoo — Monday January 13, 2014 @ 11:16am PST  
  • Chalk up wins for White Guilt and a second rate movie.

    Comment by Mike — Monday January 13, 2014 @ 11:22am PST  
    • Screw White guilt. This movie is brilliant.

      Comment by Leon — Monday January 13, 2014 @ 11:52am PST  
    • Duck Dynasty is on right now so you should get back to your favorite program mike. There’s no need to further elaborate to us deadline readers that you’re an idiot. Your post already accomplished that task so you can just go back to stealing oxygen from the rest of us.

      Comment by Not Sure — Monday January 13, 2014 @ 12:14pm PST  
    • I’m betting you haven’t actually seen it.

      Comment by Raster — Monday January 13, 2014 @ 1:11pm PST  
  • Why does ‘white guilt’ have to come into play whenever the subject of slavery in America is discussed ? There have been what … maybe a handful of films even made about slavery (including Roots) in the history of Hollywood ? 12 Years was an accurate depiction of one man’s experience which reflected the brutality of an institutionalized system that existed in this country for over 400 years. John Ridley did an excellent job in adapting the story to the screen and McQueen’s direction made it all the more impactful in its rawness and depravity. Amy Poehler’s quip about 12 Years last night was of course in jest, but me thinks that more people than not secretly said the same thing to themselves after viewing the film. Kudos to the Globes for recognizing a landmark piece of filmmaking … a story that was long, long overdue !

    Comment by Sterling Z — Monday January 13, 2014 @ 12:36pm PST  
  • Someday, someone should tell the full story of Solomon Northrup. It’s fascinating how he became a 19th C best-selling author/media star/cause celeb, and his story provides a lot of enlightenment into pre-Civil War America and why that war happened.

    His story had much larger implications for the nation as a whole and was indicative of the times, but you’d never know it from this too-narrowly-focused film. It’s as if someone made a bio-pic of Oprah Winfrey and focused only on her abused youth.

    This movie ends up telling the least surprising and least necessary part of the story. To paraphrase Amy Poehler, “Slavery is BAD, m’kay?”

    Comment by history buff — Monday January 13, 2014 @ 12:37pm PST  
    • Sequel!!

      Comment by Mr. Majestyk — Monday January 13, 2014 @ 1:13pm PST  
      • Sequel — set in space please!

        Comment by Moon Raker — Monday January 13, 2014 @ 2:05pm PST  
        • Or maybe a genre-cross with “Shame”?

          Comment by Vada David — Monday January 13, 2014 @ 2:06pm PST  
    • Narrowly focused? An extraordinary true life account of how a 19th century black man lost the freedom he always knew, to not only be enslaved as an adult with a family of his own, but later miraculously escaped his fate as most would not before emancipation was declared. An interfering Canadian made all the difference. On top of that you get a black woman married to a slave owner and therefore the mistress of her own plantation. That’s not special enough for you? OK, please point out the many films that take time to present “larger implications” on any subject rather than specific character journeys. Dumb critiques like this could truly render “12 Years” screwed on Oscar night. GTFOH.

      Comment by Lou Peeta — Monday January 13, 2014 @ 1:49pm PST  
  • Good thing you didn’t place a bet. I have actually seen it and while it’s not my favorite film of the year it is a great film that everyone should see so we never forget the past.

    Comment by Not Sure — Monday January 13, 2014 @ 1:55pm PST  
  • 12 years from now, we’ll still be watching Gravity (along with Jaws, Star Wars, Apocalypse Now, Alien, Raiders of the Lost Ark, Die Hard, Gladiator, Lord of the Rings, Avatar, Inception, and Dark Knight. (these are called MOVIES. They’re big stories you watch on a big screen. Duuuuuuuuuhhhhhh!)

    NO ONE will be watching awards-bait trash like 12 weeks a slave 12 weeks from now.

    Comment by fuck art house trash — Monday January 13, 2014 @ 4:49pm PST  

Sorry, comments are closed for this article.