The most frequent question that we’ve seen on tumblr, Twitter, and Facebook has been, “When is Moonrise Kingdom opening in my hometown?” If you yourself have asked this question, you are part of the success story of Moonrise‘s platform release strategy.
First, let’s turn to wikipedia for a definition of a platform release:
A platform release is a limited release strategy, whereby the film opens in only a few theaters, then gradually expands to more theaters as word of mouth spreads and the marketing campaign gains momentum. Depending on the film’s success, there is even the possibility to expand into a wide release. The advantage of this strategy is that marketing costs are conserved until a film’s performance has been established. This way, if a film turns out to be very popular or critically acclaimed, the distributor may opt to spend more money than originally planned and push for a wider release; if the movie flops, the distributor can withdraw from the campaign without having spent much money promoting and advertising the film.
As you may have heard, MR opened in only four theaters (two in New York and two in Los Angeles), but the film earned $167,250 per screen, which is highest per-theater box office average for a non-animated film of all time.
Join us after the jump for more thoughts regarding MR‘s success. Continue reading “Moonrise Kingdom and the Success of the Platform Release”