Weapons’ Is a Box Office Hit. Now Movie Theaters Are Bracing for a Bleak Three Months
By Rebecca Rubin
According To The variety Every August, Alamo Drafthouse prepares for a late-summer slowdown.
“We joke that weekday business gets soft because parents have to think about buying their kids a new backpack,” says the theater chain’s chief revenue officer, Mike Sherrill.
Studios must have the same thought because the calendar from August through early October is always sparse, at least compared with the glut of new offerings in June and July.
“There’s not a gigantic tentpole in the next six weeks,” Sherrill says. “But it’s our job to remind folks that just because ‘Avatar 3’ doesn’t come out until December doesn’t mean there aren’t great films before then.” On paper, business over the next few weeks looks bleak. But before anyone writes them off, it’s worth remembe...






