Studio chairmen and their marketing and distribution executives were meeting across town today talking about their future plans for their Best Picture Oscar films. And all have the same marching orders: Get the pictures nearing the end of their runs back into the nation’s theaters ASAP. To that end, Gravity, 12 Years A Slave, and Captain Phillips are adding theaters (some more than others), and those already in their runs — August: Osage County and Philomena are all getting big adds over the next two weeks (some more than others). Not all can take advantage of the noms as some films are way past their theatrical runs, but even a film like Blue Jasmine, which bowed this past summer and is headed to DVD next Tuesday, will add a tiny number of theaters.
The addition to the box office after a nom can be significant. The Artist was at $12.3M going into the nominations, and before it won its Best Picture it did another $19.5M. After the win, it made another $13M. The King’s Speech was at $58M prior to the nomination but grossed another $56M before Oscar night and another $25M after it won the big prize. The same holds true for Million Dollar Baby, which was at $8.8M when Oscar noms hit, made another $56.3M during the window between Oscar night and walked away not only with the Best Picture Oscar but tucked away another $36M at the box office afterward.
Warner Bros’ Gravity, which is at the end of its theatrical run having been released at the beginning of October, already has grossed a whopping $675M worldwide (thanks to former exec Jeff Robinov for pushing it through) and will be in 944 theaters this weekend. Its other Oscar-nominated picture Her is holding steady as she goes. “We’re thrilled that our pictures have gotten the recognition that they have,” said Warners head of distribution Dan Fellman. “We’re pleased that Her has gotten the recognition that we think it deserves. It’s great to see the film recognized.” Fellman said that they are not changing the strategy for the Spike Jonze picture. (That’s not surprising as it was a well-though-out distribution plan; WB guys are pros.)