Studios relying on same-weekend strategy for movie openings
May 22, 2008 |12:45 | Family movie | New kids movies | Top kids movies By : Team X
The thinking among Hollywood executives is if it worked before, it should work again

Welcome to Hollywood's summer of sequels: Not the movies. The release dates.
Steven Spielberg's “Indiana Jones and the Kingdom of the Crystal Skull” comes out Memorial Day weekend, just like the previous sequels to "Raiders of the Lost Ark." That follows the customary launch of the summer popcorn movie season on the first weekend in May with a movie adapted from one of Marvel's comic book superheroes. Pixar has grabbed the same weekend in late June. Will Smith is back on the Fourth of July weekend. And prolific comedy producer Judd Apatow is opening an offbeat offering in August.


Instead, they're dressed to the nines (the girls, anyway) in full princess regalia before heading to a poolside pirate party, complete with fireworks, to get up close and personal with Goofy and all of his pirate friends aboard the Disney Wonder. Others are busy in the shipboard Oceaneer Club playing the latest video games, watching movies in seats designed to look like clam shells and climbing on the pirate ship play structure.

“Speed Racer” is a candy-coated acid trip, a string of surreal, hard-to-follow visuals wrapped up in a palette of bright, blinding colors with a storyline so sweet that your teeth may start to hurt. Anyone over the age of 16 will probably have a hard time making sense of “Speed Racer” and might wind up with cinematic diabetes and a bad seizure after watching. But “Speed Racer” is a kids’ movie through and through, and any sort of concern for adult viewers is lost among the car races (which are exciting, although a bit too much like Mario Kart), kung fu fights and monkey-related antics.
In a case of striking while the iron is hot, Columbia Pictures is planning on making a movie based on the “Goosebumps” series of books. Come to think of it, that is actually the opposite of hot iron striking. The children’s horror books, written by R.L. Stine, were the most popular books in America, of any genre, in the mid 1990’s and have sold 300 million copies worldwide. Unfortunately, as our caldendar’s note, we left the 1990’s some time ago.
Alright comic book geeks another major franchise is headed to the movies. This time not only do you get to compare the film with the source material, but also with the television series of the same time, as Top Cow’s Witchblade gets optioned for a big screen release.
Finding a box of promotional swag in one's mailbox is a common event here at EW, kinda like writing about American Idol, or playing with dolls. Last month, however, I received three boxes stuffed with tie-in toys for three prospective May blockbusters, each more elaborately packaged than the last: Iron Man, then Speed Racer, then Indiana Jones and the Kingdom of the Crystal Skull. With 20 separate items of swag inside my office, I realized I had to do something other than pick out my favorites and give the rest to the office-mates who, um, have kids. 











