The Greatest Showman #1016 - Super Schedule

The second week of June 2012 marked the busiest time of the entire summer movie season. Three major blockbusters, each with a production cost of over $100 million, chose this week to be released. Even in a summer with a crowded slate of popular films, this was an unprecedented bottleneck, and the competition was fierce.

In contrast, the previous week saw only "Snow White and the Huntsman" making its debut, while the next week would see two films with budgets around $75 million: "Rock of Ages" and "Dad's Good Son." This crowded release schedule left moviegoers with little breathing room and heightened the pressure on studios to stand out. In the cutthroat environment of the summer box office, anything can happen.

Among these blockbuster films, Madagascar 3, a co-production between Paramount and DreamWorks with a $145 million budget, stood out with its dazzling visuals. As the third film in the series, it was highly anticipated by fans.

Prometheus, a prequel to the classic Alien series, was produced by Twentieth Century Fox at a cost of $130 million. Directed by Ridley Scott, it featured a star-studded cast including Michael Fassbender, Charlize Theron, and Noomi Rapace, known for her role in the Swedish adaptation of The Girl with the Dragon Tattoo. This movie held significant cultural weight, given the popularity of Alien and Aliens, though later entries in the franchise had not performed as well.

Edge of Tomorrow, from Warner Bros., also had a $130 million budget. With its impressive cast and high concept premise, it was poised to be another major summer hit.

Despite their similarities in production costs, each film faced unique challenges. For example, Madagascar 3, a family-friendly animated film, could tap into the summer moviegoers' appetite for fun but struggled with the lack of a breakout performance in its predecessors. Meanwhile, Prometheus could rely on the cult following of the Alien series, but it faced skepticism after the lukewarm reception to the franchise's later installments.

A successful release schedule was crucial for each of these films.

Prometheus was the first to lock in its release date, with Twentieth Century Fox committing early to avoid competition. The studio strategically positioned it against lighter summer fare like Ice Age 4, releasing it in the second week of June. Fox then ramped up its marketing campaign to ensure its film would have a significant presence.

For Madagascar 3, DreamWorks aimed to avoid releasing directly against Brave in the third week of June and Ice Age 4 in July, both of which were expected to draw strong family audiences. The studio knew it had to work around these heavy hitters, as well as blockbusters like The Avengers and The Amazing Spider-Man.

Edge of Tomorrow faced its own challenges. Warner Bros. had a packed summer slate with six major releases, including The Dark Knight Rises, which was a major contender. With Tom Cruise and Johnny Depp both starring in films, there were limited opportunities for Edge of Tomorrow to secure a prime release date without being overshadowed.

Warner Bros. initially considered placing Edge of Tomorrow in the first week of June, but Universal Pictures objected, citing potential conflicts with Men in Black 3. After internal discussions, Warner Bros. moved Edge of Tomorrow to the third week of June, scheduling it against Madagascar 3 and Prometheus.

With all three films positioned for a head-to-head showdown, the second week of June became known as the "super schedule." It was a high-stakes release window with three major films—each costing over $100 million—vying for attention. There was no clear winner in sight.

For actor Renly, this was an especially pivotal moment. Edge of Tomorrow marked his first major commercial film in the lead role after winning an Oscar. His reputation was on the line, and the pressure was immense, especially after his public struggles with media scrutiny. If the film failed, the media would likely pounce, using his perceived downfall as fodder for criticism. If the film succeeded, Renly's star would rise even higher, solidifying his place in the industry. The stakes were enormous.

But the competition wasn't just about Edge of Tomorrow. The schedule also saw Prometheus and Madagascar 3 aiming for a piece of the pie. Though the three films were all sci-fi or animated, their target audiences varied. Prometheus appealed to older Alien fans, while Madagascar 3 catered to families and younger viewers, and Edge of Tomorrow attracted a broader audience thanks to its star power and action-packed premise.

Despite the crowded schedule, the studios seemed to have reached a consensus, with each accepting the others' presence. The consensus was simple: If the films performed well in the crowded market, it could be a win for everyone.

On June 8th, all three films had their premieres. To avoid overlapping media coverage, each movie had its own premiere schedule. Prometheus kicked off the premiere events on June 5th, with a grand showing at the Chinese Theater. Edge of Tomorrow and Madagascar 3 followed on June 6th, each holding their own premiere at nearby venues—the former at the Chinese Theater and the latter at the Dolby Theater, just a stone's throw away.

This resulted in what could be considered one of the most surreal and chaotic premiere nights Hollywood had seen in years. Warner Bros. and Paramount pulled out all the stops to make sure their films had the best possible launch.

In the end, the second week of June was a test not just for the films but for the stars and studios involved. With major players like Tom Cruise and Adam Sandler involved, the summer box office was bound to be a battleground. For Renly, it was a crucial moment in his career—one that could define his future in the commercial film industry.