Even among people who don’t follow movies, it is likely common knowledge that January is often considered one of the worst times for new releases. Often called a dump month by fans, this is the time of the year when it feels like the new releases are all in January is considered a dump month.
The month has had some hits before, most recently seen with theimpressive opening weekend forM3GAN. Yet audiences also tend to know this is when the studio releases films likeSeason of the Witch,I, Frankenstein, or even 2020’s high-profile bombDolittle. These movies are so bad that the studio just dumps them in a month not known for high movie attendance hoping to make something while the movies are quickly forgotten as the year goes on.
Yet why January specifically? What is it about the first month of the year that makes studios just throw movies out? Why not start off on the best foot forward? There are a number of factors, from specific seasonal advantages to the monthly new releases being crowded out by awards prospects. Yet, is the perception of January being a dump month still a fair one when studios are releasing tentpole films all year round? Does a movie being released in January automatically mean the studio has no faith in it and that it will be bad, or is it aiming to take advantage of a month that many studios just ignore? Take a look at why January is considered a bad month for movies and how this might be changing.
Why Do Studios Release Movies When They Do
Movie release dates are chosen based on when studios think the film has the best chance of attracting an audience. Big tentpole films tend to come out in the spring and summer months as kids and teenagers typically have vacations from school and therefore more time off. Award-season movies tend to be released late in the year because it is closer to the voting season for theAcademy Awards and votersare likely to remember them if seen recently. The holidays, which in Hollywood terms refer to Thanksgiving weekend into Christmas and New Years, are big for movies because families are traveling and typically are looking for something to do when gathered all together.
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January, February, and the months following summer (especially September) have fewer high-profile movies because people are going to the movies less due to work and school, but the studios still need to release movies. This typically is why many movies that are considered bad are released during this time. That is why the first week of January tends to be the home of some poorly regarded horror films likeOne Missed Call,White Noise, and the 2020 reboot ofThe Grudge.
Yet in recent years, the other months have seen some high-profile releases that have made them major movie months. Because of Valentine’s Day,February has had releases likeDeadpool,Fifty Shades of Gray, andBlack Pantherall released to massive numbers.It: Chapters 1and2took advantage of the less crowded September to record-breaking numbers, and October has become a prime month for both blockbusters likeVenomand also the launching ground for early awards contenders likeJokerandA Star Is Born. Yet January tends to be starved of big releases; why is that?
January Is When Award Season Movies Expand
While January is often considered bad for new releases (although there are the occasional hits) audiences who are looking to catch up on big awards potentials tend to be in luck, as January is when the movies expand into wide release. Many awards-focused films are released at the end of December on a few screens in limited release, typically four (with two in Los Angeles and two in New York); this is so that they can qualify for the Academy Awards, whose deadline is December 31. This means that going into January, the studios will expand the number of theaters for their potential awards contenders to coincide with the Golden Globes (which typically airs in early January) and right before the Academy Award nominees are announced.
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The weaker slate of movies in January and the buzz of potential awards can help a movie become a massive hit. The best example wasAmerican Sniper,which was released in limited release at the end of 2014 but expanded on Martin Luther King Jr. weekend in 2015. It opened to $107 million over the four-day holiday and set the record for thebiggest opening weekend in January. It stayed number one at the box office for three weekends and grossed $350 million domestically.
Despite earning most of its money in 2015,American Sniperstill counted as a 2014 release and was the most successful film of 2014 outgrossing bothGuardians of the GalaxyandThe Hunger Games: Mockingjay Part 1. The movie also went on to be nominated for six Academy Awards. Films likeSlumdog Millionaire,1917, andOscar-winnerThe King’s Speechare other examples of films that opened in a limited release towards the end of December that became box office hits in January.
Recent Major Attempt to Revitalize the Month
As mentioned earlier, February, September, and especially October have recently gotten major bumps thanks to some big studio releases, and January has seen its fair share of big releases as well. While not considered great films, all theUnderworldsequels have been released in January and the franchise has gained a cult following and respectful box office intake.Cloverfieldkicked off 2008 and thanks to a great amount of viral marketing grossed $40 million in its opening weekend, setting a January record.
In 2020, just two months before the COVID-19 pandemic shut down theaters for a whole year,Bad Boys For Lifebecame a smash hitand opened to an astounding $62 million. In 2022,Screamrelaunched the popular horror franchise with a January release date and grossed $30 million, and went on to gross $81 domestically and set a tone for a very successful year for Paramount Pictures.
There certainly will be some bad releases in January, but there’s bound to be bad releases any month of the year. While studios might not have much faith in their January releases, there are still plenty of options for those looking to go out to the movies in the month of January. It is a great time to catch up on some awards contenders and also possibly the chance to find a hidden gem or cult classic.
