Marcus Theatres Isn't Showing 'Cloverfield'
Filed under: Sci-Fi & Fantasy, New Releases, Paramount, Distribution, Exhibition, Comic/Superhero/Geek
Midwest cinema chain Marcus Theatres is at odds with Paramount Pictures again, this time over the booking costs for Cloverfield. You may remember that Marcus failed to reach an agreement over the cost of Sweeney Todd: The Demon Barber of Fleet Street and ended up not playing the film during its first couple weeks in wide release (the chain is now showing the movie). Of course, people in the Midwest are used to waiting for arty movies like Sweeney Todd around this time of year. Marcus patrons could have just told themselves it would be just like waiting for No Country for Old Men or The Diving Bell and the Butterfly to hit their 'hoods. However, Cloverfield is a whole different kind of movie, a kind that will likely affect Marcus' business in a bad way. See, in case you didn't read Erik and Scott's ravings about Cloverfield, you should be aware that this monster movie is a must-see-right-away kind of event. But it's not just that the movie is apparently awesome that makes it necessary viewing on opening weekend. An awesome movie can be seen anytime during its release. But Cloverfield is one of those kinds of movies you have to see before your friends ruin it for you. And by friends I mean internet bloggers, forum posters and Facebook acquaintances. And by ruin it I mean commenting on what the monster looks like, how (if?) it's killed, and other plot points and spoilers. By the time Marcus does reach an agreement to show Cloverfield, it may be too late. Nobody's going to be seeing this movie in its third week or beyond.
Obviously that first-run appeal is the reason Paramount can be such a bully with its more-steep-than-usual off-balance box office percentage split. The studio knows that cinemas are going to have a great weekend in concession sales, so it can ask for more money from ticket sales. But the problem is, cinemas still need some money from ticket sales, and with a movie like Cloverfield, which will have a very, very significant drop in box office following its opening weekend, cinemas are not going to be making any of that ticket money. And Marcus won't be making any money at all -- not even that great concession dough -- because it will miss out on the first run of the movie. But I applaud the company's decision to keep strong with its stands against Paramount and Hollywood bully-booking in general. And while I'm sure I'll be alone in this decision, I plan to boycott Cloverfield until Marcus is able to afford to show the movie -- even if that means I won't want to see the thing anymore once I permit myself to.
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Reader Comments (Page 1 of 1)
1-16-2008 @ 1:10PM
Arlo J. Wiley said...
I find it rather ludicrous to boycott a movie just because one chain refuses to show it. I mean, I totally get the whole bully-booking thing, and I want to support theaters and make sure they don't eventually get obliterated by DVD/download watching in the decades to come...but that ain't gonna stop me from seeing this puppy opening day.
Besides, I don't even think I've ever seen a Marcus theater before.
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1-16-2008 @ 1:43PM
Midnight13 said...
Maybe if Cinematical didn't do a story on it on a daily basis months in advance of its release or post every critic's reaction towards it, or post scenes or links to them, "Cloverfield" won't be spoiled for the fans who've been waiting months to see it.
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1-16-2008 @ 2:49PM
kevjohn said...
Go ahead and boycott it. That just leaves more Cloverfield for me!
I have to agree with Midnight13, and add my own gripes to it. The anti-Cloverfield sentiments expressed on this site over the past couple of months have been surprising and disappointing. You don't want to see it, don't see it. But don't try to ruin it for the rest of us.
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1-16-2008 @ 3:17PM
mike said...
Boycotting the movie is pointless, you will no be hurting other theaters who are carrying the movie. Yes Paramount will suffer a little more, but the theaters need your money more than Paramount does. If other theaters can afford the deal, then they should too. The only people really being hurt here is the consumers who live in the region with Marcus theaters. They are not providing the best product out there, but other chains are willing to do it.
Are there other theater companies in the area where people can see this movie, or is it like a regional monopoly on movies?
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1-16-2008 @ 3:24PM
mike said...
Major typo.
The first line of my post should read:
Boycotting the movie is pointless, you will NOW be hurting other theaters who are carrying the movie.
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1-16-2008 @ 4:45PM
Joshua said...
Well i grew up in southeastern wisconsin and all we had was Marcus theatres up to about 3 years ago, the closest non marcus theatre was northern millwaukee or chicago that left a good hour drive to the closest non marcus owned theatre. then in Kenosha a cinemark opened a theatre of gigantic proportions and marcus got owned. Marcus is a huge chain in the midwest and as a former employee i can tell you that they are going to take a huge hit on this one.....
Good thing they pay the kids they got working there in popcorn.
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1-16-2008 @ 5:10PM
Christopher said...
Well hell not 1 Harkins or AMC Theater got either Guy Ritchie"s "Revolver" Or "Teeth" which really sucks!!
I hate the Phoenix, Arizona film market!!
We have 1 art house in Scottsdale & they only get films that will make Mr Harkins a profit! Soooo a film like "Teeth" or "Revolver" he won't play it!
Now on the other hand, why AMCwon't is beyond me! I mean we have the AMC 24 downtown Phoenix, they put 2 showings of "I'am Legend" or some other crap, but that can't get "Teeth" or "Revolver" ....or even "Southland Tales"!
Thank God for DVD! In the meantime a movie buff has to suffer!
I guess it all comes down to the all might dollar and not the consumer!
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1-17-2008 @ 8:00PM
crita said...
I live in Milwaukee, and Marcus Theaters Corporate is based here. I support Marcus in thier stand not to be bullied, we all should. When it comes down to it, it will affect our local economy and we should all support our local economy wehn the company is right. There are two other theaters that I could see the movie in and I'm torn because I've been waiting a long time to see this movie. I've voiced my opinion to Viacom and Paramount, sadly it probably will not help. But I think I can wait, even if I'm just proving someting to myself. Marcus is a great theater with great service so I'll stick with them.
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1-18-2008 @ 9:05AM
Brady said...
I live in Fargo, ND and have to say that I am disappointed that Cloverfield is not opening here. I was disappointed when Sweeney Todd did not open here. Marcus does own the two first-run theaters in town and one nearby cheap theater. The only other theater is our historic art house and I can guarantee you that Cloverfield will not show up there. I understand now why Marcus is denying me the movies I want to see and subjecting me to Veggie Tales and Chipmunks and Dungeon Siege movies but I am still upset about it. I was going to boycott the two films if they were to ever show up on a Marcus screen in my town but I now appreciate what they are doing. The best thing I can do is either drive an hour north and watch the films there or take in such fine films as No Country for Old Men or The Orphanage.
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1-18-2008 @ 8:16AM
Jimmy said...
Come on now folks, Marcus is a public company, they have more to worry about than a few whiney people not seeing a movie in the first few weeks. They have an obligation to keep the costs down and profits up. Don't be misled, Marcus will be sitting just fine on the financial statements after these few movies to pass by. (Although, I am sure they will show Cloverfield within a couple weeks). Marcus is having a phenomenal year and I look forward to seeing Marcus rise above the bullying of Paramount.
As far as the movie itself, even if you don't get the opportunity to see it first run, there is always video, your lives as you know it will not end if you have to wait a few days to see a movie.
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1-18-2008 @ 9:24AM
Andrew Shaffer said...
I live in Iowa City, a "Marcus Theatres" town. There are no competitors here, unfortunately, which is one reason that Marcus customers in many markets cannot voice their displeasure by visiting a rival theatre to see "Cloverfield." One New York City-based cinema critic noted that, "The worst-case scenario...is that customers will be annoyed with Marcus Theatres and no longer be as loyal to its cinemas." When every theatre in the city is owned by one company, however, customer loyalty isn't a choice--it's mandatory. When Marcus pulled its previous stunt with "Sweeney Todd," it could have been argued that a musical would not play in the Midwest (fair enough). The same can't be said for "Cloverfield," however.
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1-18-2008 @ 7:24PM
kristy said...
I just have to say I live in Southeastern Wisconsin, and when I heard Marcus wasn't showing Cloverfield I wasn't the slightest bit phased. I usually go to Showtime Cinema in Franklin, WI. I am happy to say that I went to see Cloverfield today and it was very good. An added plus was that the theatre wasn't even that busy!! Marcus theatres are always so busy when new movies come out...so I'm happy I didn't have to deal with that.
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