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

EXCLUSIVE: 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. (more…)

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