There's usually a quiet period in the release calendar after the deadline for Oscars eligibility. High-quality films are typically saved for the autumn and early winter to avoid competing with big-budget blockbusters, which typically rule the summer.
Traditionally, late winter and early autumn have been sluggish seasons for cinemas because major studios seldom unveil their most anticipated titles during those periods. January, February, and September especially have earned the moniker "dump months" as studios quietly released films with uncertain box office prospects during those times.
This trend has remained consistent this year as well: January and February failed to meet the usual box office standards for those months compared to the pre-pandemic era, noted Ray Subers, the senior vice president and film chief at NRG (National Research Group), a company specializing in entertainment and technology developments.
Meanwhile, Alamo Drafthouse, a highly successful specialty theater chain in the United States boasting over 40 locations, has embraced the quieter months enthusiastically. They've curated screenings of beloved classics and hidden cinematic treasures, often complemented by enticing merchandise and themed menus.
John Smith, the senior film programmer at Alamo Drafthouse, likened the "dump months" to "hurricane season — we know it's approaching and can make arrangements accordingly."
Smith leads a team solely dedicated to "alternative content," constantly monitoring the release schedules of first-run films to identify opportunities to fill gaps. In a month that's relatively subdued in terms of major new releases, they're offering anniversary screenings of "The Mummy" from 1999 and "Dawn of the Dead" from 1978, hosting a movie event complete with props and costumes for Jim Henson's "Labyrinth," and showcasing "Dumb and Dumber" as part of Alamo's "Time Capsule" series, which focuses on films released during significant years in cinema history (this edition highlighting 1994).
"If we only stick to the 'blockbusters,' we're neglecting the chance to cultivate and maintain a diverse and engaged audience passionate about cinema," Smith remarked. "They're the viewers we depend on during slower periods, and they're the ones who amplify our voice for the films we deem significant."
A prime example: "Poor Things," which earned Emma Stone an Oscar earlier this year, generated comparable revenue for the Drafthouse as Taylor Swift's highly successful "Eras Tour" concert film, he noted. The independent film starring Stone received special treatment at Drafthouse venues nationwide, including exclusive pins, themed brunch screenings, and at least one live Q&A session with its stars, including Oscar-nominee Mark Ruffalo.
Major theater chains like AMC and Regal are also embracing counterprogramming and off-screen opportunities. Both chains are ramping up their merchandise offerings, with AMC featuring its infamous "Dune" popcorn container and green popcorn, while Regal offers Stay-Puft Marshmallow Man toys for "Ghostbusters: Frozen Empire."
Both chains are also placing significant bets on revivals, featuring series such as "Regal Forever Favorites" and AMC's recent "Halfway to Halloween" festival. AMC, in particular, collaborated with Blumhouse, the studio renowned for horror hits like "The Purge" and "Split," to reintroduce these and other films to the big screen.
While superhero movies are typically associated with the summer season, this year's summer release schedule lacks family-friendly Marvel and DC blockbusters (except for two R-rated adventures featuring Deadpool and Kraven the Hunter). AMC is seizing this opportunity by bringing all eight Spider-Man films back to cinemas throughout the spring and summer, starting with Sam Raimi's original in 2002 on April 15, in a weekly event dubbed Spider-Mondays.
However, the most notable re-release event of the year belongs to Disney: On May the 4th, celebrated as "Star Wars Day," select theaters will host a theatrical marathon of the entire "Star Wars" Skywalker Saga, consisting of nine films, shown back-to-back (and back again...). "Episode I: The Phantom Menace" will kick off the marathon on May 3, and the films will play continuously (with appropriate bathroom breaks, of course) until "Episode VIII: The Rise of Skywalker" concludes on May 4.
Betting on IMAX and indie
IMAX's popularity has surged in the last year, thanks to films like "Oppenheimer."
Reviewers and enthusiasts of recent blockbusters such as "Oppenheimer" and "Dune: Part Two" are urging fellow moviegoers to experience these films on the largest possible screen available — and in most instances, that means an IMAX screen. IMAX cinemas typically boast enormous screens with a taller aspect ratio and higher image resolution, and certain directors, such as Christopher Nolan for "Oppenheimer" and Denis Villeneuve for "Dune: Part Two," shoot with film stock specifically tailored for IMAX.
These enhancements result in pricier tickets for IMAX screenings, often exceeding double the cost of admission to a standard showing. Nevertheless, audiences have demonstrated an increased willingness to invest in films that ignite their excitement: According to Variety's recent report, approximately 20% of ticket sales for both "Dune: Part Two" and "Oppenheimer" were attributed to IMAX screenings.
With IMAX attendance on the rise and growing interest in films presented in premium formats offered by IMAX competitors such as Dolby Cinema or ScreenX, there's "clearly potential for expansion," remarked Subers, the film researcher at NRG.
Screen X, a 270-degree moving screen, is advertised in the lobby at Regal MarqE Cinema, in Houston, Texas.
"People view a trip to the cinema as a special indulgence, so enhancing these premium experiences could serve as a significant distinguishing factor for theaters in the current landscape," Subers explained to CNN.
Usually, IMAX screens showcase blockbusters with stunning cinematography and intense action sequences, but theaters are shaking things up this spring. IMAX theaters will feature three films from the renowned indie studio A24 — "Ex Machina," "Hereditary," and "Uncut Gems," three gripping and chilling critical darlings originally released on standard screens. Each film will be screened in IMAX for one night every month, commencing with "Ex Machina" in late March.
Another unexpected contender for IMAX? Live sports. NBC's Summer Olympics coverage of select events will be shown on AMC screens, including IMAX, nationwide later this summer — right in the midst of a typical "dump" period.
Although there's always potential for breakout hits, theaters may remain relatively subdued in April and May, still recovering from strike-related setbacks and the usual pre-summer lineup, according to Subers. However, the latter half of the year promises a plethora of potential blockbusters and sequels to beloved favorites. There are 15 franchise films slated between June and late December, each with a predecessor that raked in over $150 million at the US box office (such as "Moana," "Bad Boys," and "Sonic the Hedgehog"), indicating that theaters could enjoy robust attendance until year-end.
Despite various factors slowing down the movie theater resurgence in 2024, 2025 appears poised to be a monumental year for cinema: Superheroes will make a grand comeback with new iterations of "Fantastic Four" and "Superman," alongside films from revered auteurs like Paul Thomas Anderson and Bong Joon Ho, as well as reimaginings of popular intellectual properties ranging from Snow White to the video game Minecraft.
"The strikes made the first half of this year somewhat lackluster, but the second half looks quite promising," Smith remarked. "It's shaping up to make 2025 one of the most exciting cinema years since 2019."
