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      Paramount Takes Promotional Stunt to New Level for ‘Gladiator II’

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      The studio plans to air the same 60-second trailer on 4,000 TV, radio and digital channels on Monday.For a snapshot of what movie marketers think it now takes to get the public’s attention — even for a sequel to a popular movie — consider the astounding stunt that Paramount Pictures has planned for “Gladiator II.”On Monday at 9 p.m. Eastern, Paramount will debut a final 60-second trailer for the film on more than 4,000 television networks, digital platforms, local stations, Spanish-language outlets and radio stations simultaneously.Based on average audience totals for a Monday evening, the trailer could reach roughly 300 million potential customers, according to Marc Weinstock, Paramount’s president of worldwide marketing and distribution. “We aimed to create a big moment to match the scope and grandeur of Ridley Scott’s epic film,” Mr. Weinstock said.The promotional tactic is known as a roadblock, and marketers have used them for decades. But the number of channels is typically much smaller. In what was described by Variety magazine in 2009 as the largest roadblock ever, Sony Pictures Entertainment simultaneously aired ads for the disaster movie “2012” on 450 television networks.Mr. Weinstock would not say how much Paramount is spending on Monday’s stunt. According to a “Gladiator II” producer, who spoke on the condition of anonymity to avoid conflict with the studio, the airtime was relatively inexpensive to purchase — about $2 million in total, with a spot during “Monday Night Football” as the most expensive. Wavemaker, a media agency, helped Paramount coordinate the effort.Marketing a movie used to require little more than buying ads on NBC on a Thursday night when millions tuned in to watch shows like “ER” and “Friends.” With the intense fracturing of the media landscape, however, studios have been forced to conjure up ever more provocative ways to grab attention. A single premiere? How quaint. Paramount staged “Gladiator II” red carpets in Australia, Japan, Ireland, France, Denmark and Britain in recent weeks. On Monday, a premiere in Los Angeles will involve the construction of a faux coliseum on Hollywood Boulevard.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      ‘Joker’ Sequel Falls Far Short of Original at the Box Office

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      The bleak musical drama is on track to open to around $40 million, significantly less than what the 2019 version made on its first weekend.The original “Joker,” in 2019, earned 11 Oscar nominations, $1 billion in global box office receipts and created a cultural phenomenon. So it was inevitable that Warner Bros. would make a sequel, with the same director, Todd Phillips, and star, Joaquin Phoenix.More of a surprise is that the new film was dismissed by its audience this weekend. Titled “Joker: Folie à Deux,” and featuring Lady Gaga as Mr. Phoenix’s love interest/partner-in-crime, the bleak R-rated musical drama is on track to open to around $40 million, significantly less than what the 2019 version made on its first weekend. The studio will now struggle to earn back its production budget of around $200 million, plus its hefty marketing costs.Reviews have been dismal. The New York Times called it “a dour, unpleasant slog,” and audiences awarded it a D score in exit polls, according to tracker CinemaScore. The musical element — an idea that apparently came to Mr. Phoenix in a dream — offered audiences a fresh idea and, to many critics, it served as the proper way to further explore a deranged main character with a warped imagination. But in this case, it alienated the typical fanboy audience who would be expected to have been frothing for a follow-up to the nihilistic film that won Mr. Phoenix his Best Actor Oscar.The opening draw is a far cry from the $96 million “Joker” generated in its first weekend five years ago, almost to the day. That film cost $55 million to make. This one is contained primarily to two locations: Arkham Asylum, which houses Arthur Fleck, a.k.a. The Joker, after his murderous spree killed six people, and the courthouse, where he’s being tried for his crimes. So it shouldn’t have cost as much. But everyone was paid handsomely for their efforts, under the new production heads at Warner Bros., Michael De Luca and Pamela Abdy. (Trade reports indicate that Mr. Phoenix received $20 million to reprise his role of Arthur Fleck/Joker while Lady Gaga earned $12 million to return to the bleak world of Mr. Phillips’s creation.)“Lady Gaga in a musical was an unconventional choice,” David A. Gross, a film consultant who publishes a newsletter on box office numbers, said in an email. “‘Joker’ was a well-made character study about a dark, sad figure. That story had limited potential to grow, and ‘Folie à Deux’ is not overcoming it.”With overall box office receipts down 12 percent compared with last year at this time, Hollywood was looking for a big hit to kick off October and help the studios stoke momentum through the rest of the year. Now it looks as if it will have to rely on “Venom: The Last Dance” and the Thanksgiving movies: “Wicked,” “Gladiator 2” and “Moana 2” to recover. More

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      ‘Beetlejuice Beetlejuice’ Hands Warner Bros. a Lifeline

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      The movie has made roughly $190 million in its first 10 days, giving the studio a needed hit after a summer of misfires.Warner Bros. managed only a 4.7 percent share of domestic movie-ticket sales over the summer. By that measure, it was Warner’s worst performance since analysts started to compile seasonal box office data in 1982.A haze of despair had settled over the studio by mid-August. Warner Bros. Discovery, the studio’s parent company, had announced yet another round of layoffs. Then it botched the renewal of a crucial television rights deal with the National Basketball Association, prompting investors to flee. Shares were trading in the $6 range, down 90 percent from March 2021.So the horror comedy “Beetlejuice Beetlejuice,” which arrived in theaters from Warner on Sept. 6, in some ways became a flash referendum on the studio’s future. Some people in Hollywood were starting to wonder aloud if there would even be one, at least without a merger with a competitor.Talk about the undead: “Beetlejuice Beetlejuice” collected $111 million in its first weekend in North America, one of the best results on record for September. The PG-13 sequel, directed by Tim Burton, has now been No. 1 for two weeks in a row. It took in another $52 million over the weekend, for a 10-day domestic total of roughly $190 million.Worldwide ticket sales will total about $250 million through Sunday, according to box office analysts. The film cost $99 million to make.“Dancing in the hallways, smiles on faces,” said Michael De Luca, one of Warner’s top film executives. “There is really nothing better for morale than a hit.”We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Oasis Fans Balked at High Ticket Prices. But Were They ‘Dynamic’?

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      A regulator said it was opening an investigation into Ticketmaster’s actions, but the company disputed that “dynamic pricing” came into play.The return of Oasis, the chart-dominating bad boys of ’90s Britpop, has been one of the biggest stories on the music beat this summer, with a slate of surprise reunion shows in Britain and Ireland selling out instantly over the last week.But the rush also introduced many fans to the frustrating vagaries of online ticketing, where the prices are not always what you expect (and they usually go up).Last weekend, after the first batch of shows went on sale, angry Oasis fans took to social media to complain that many tickets that had been advertised at 148 British pounds (around $195) ended up more than doubling in price to £355 (about $468) by the time they went to pay.The band came under fire, and in Britain — where the reconciliation of the group’s long-feuding leaders, Liam and Noel Gallagher, was front-page news — politicians readily took up the cause.“About half the country was probably queuing for tickets over the weekend,” Keir Starmer, the prime minister, said in Parliament on Wednesday when asked about the furor. “But it is depressing to hear of price hikes.”We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      A Bargain at the Opera: Philadelphia Offers All Seats for as Low as $11

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      Seeking new audiences, Opera Philadelphia is putting in place a pay-what-you-can model, one of the first of its kind by a major opera company.In Philadelphia, a night at the opera may now be cheaper than going to the movies.Opera Philadelphia, a company with a reputation for innovation and ambition, announced on Tuesday that it was putting in place a pay-what-you-can model for the 2024-25 season, with all tickets for all performances starting at $11. The initiative, which the company calls Pick Your Price, is aimed at attracting new audiences.“People want to go to the opera, but it’s expensive,” said Anthony Roth Costanzo, the celebrated American countertenor who became the company’s general director and president in June. “Our goal is to bring opera to more people and bring more people to the opera.”It immediately proved popular. On Tuesday, the day the initiative was announced, Opera Philadelphia said it sold more than 2,200 tickets for the coming season, compared with about 20 the day before. The tickets were originally priced at $26 to $300.High ticket prices have long been a barrier to audiences, and especially to newcomers. In recent years a number of performing arts groups, including Lincoln Center, the Chicago Sinfonietta and Ars Nova, the Off Broadway incubator, have experimented with pay-what-you-can approaches. Other opera companies have experimented with discounts, including rush tickets and deals offered to young people. But Opera Philadelphia’s approach was one of the boldest yet.Its website explains that all tickets start at $11 but that people will be given the option of choosing to pay much more, including the standard price.Like many nonprofit performing arts organizations, Opera Philadelphia gets much more of its revenue from philanthropy than through ticket sales. Radically lowering the prices could encourage more donations, which will no longer risk being seen as subsidizing an expensive art form that is out of reach for many people. And Costanzo said that the new model would allow the company to concentrate more on staging interesting works, and less on worrying about ticket sales.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      Apple Rethinks Its Movie Strategy After a String of Misses

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      “Wolfs,” a new film starring George Clooney and Brad Pitt, was going to get a robust theatrical release. But the company is curtailing that plan.When Apple won a bidding war in 2021 for the rights to make the action comedy “Wolfs” with George Clooney and Brad Pitt, it did so in part because it promised the stars it would put the movie into a large number of movie theaters.“Brad and I made the deal to do that movie where we gave money back to make sure that we had a theatrical release,” Mr. Clooney said last year in an interview with the Hollywood trade publication Deadline.But this month, just six weeks before the film was set to show up in thousands of theaters around the United States, Apple announced a significant change in plans. “Wolfs” will now be shown on a limited number of movie screens for one week before becoming available on the company’s streaming service on Sept. 27. (Internationally, it won’t appear in theaters at all with the exception of the Venice Film Festival, where it will premiere on Sept. 1.)“‘Wolfs’ is the kind of big event movie that makes Apple TV+ such an exceptional home for the best in entertainment,” Matt Dentler, the head of features for Apple Original Films, said in a statement. “Releasing the movie to theaters before making it widely available to Apple TV+ customers brings the best of both worlds to audiences.”The film’s director, Jon Watts, told Vanity Fair that he had found out about the change in plans only days before the announcement. “The theatrical experience has really made an impression on me, of how valuable this thing is and how important it is,” Mr. Watts said. “I always thought of this as a theatrical movie. We made it to be seen in theaters, and I think that’s the best way to see it.”Despite the filmmakers’ desires, the about-face follows a middling run at the box office for Apple, which began releasing films into theaters around the country via partnerships with traditional studios in October.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More

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      1999 Was a Great Year for Movies. It Was the Best Year to Write About Them.

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      At the box office 25 years ago, hits like “Runaway Bride,” “The Sixth Sense” and “Bowfinger” hint at the abundance that overwhelmed a young critic.One thing to love about time is how liberating it can be. I, for instance, am at liberty to look at the Top 10 movies for the weekend of Aug. 20, 1999 — when “The Sixth Sense,” in its third week out, began its monopoly of the chart — and declare “The Thomas Crown Affair” the best of the lot.What could be going on here? Am I actually saying that a Pierce Brosnan-Rene Russo remake of the old Steve McQueen-Faye Dunaway love heist, from 1968, was always superior to M. Night Shyamalan’s where’d-that-come-from supernatural smash? Or have 25 years ripened one and grayed the other? Hadn’t “The Blair Witch Project” opened in July yet was still very much a thing? (It had, yet it was, down at No. 5.) Only one of the 10 movies was a sequel. In the mix were Julia Roberts, at her commercial peak, in “Runaway Bride” (No. 4, after opening in July) and Steve Martin and a gonzo Eddie Murphy, holding at second, in “Bowfinger.” More

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      Burning Man Has Sold Out Since 2011. Why Not This Year?

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      The desert arts festival returns this month after two consecutive years of challenging weather, including mud that stranded attendees, and a Covid-19 hiatus.Burning Man, the Nevada desert festival that routinely sells out tickets, is set to return this month, and ticket sales have slumped for the first time in years.It’s too soon to pin down what has caused the ticket sales shift, but factors most likely include two consecutive years of extreme weather, economic conditions and the organization of the Burning Man community. Here’s what to know.Tickets usually sell out for the desert festival.This year’s festival begins Aug. 25 and ends on Sept. 2, bringing tens of thousands of people to the Nevada desert to create a temporary community called Black Rock City, about 120 miles northeast of Reno.The festival began in 1986 on a San Francisco beach when people gathered to burn a wooden figure on the summer solstice. It moved to the desert in 1990 and sold out for the first time in 2011, and has continued to sell out, often quickly, every year since. Festival organizers had to cap attendance that year and stopped official ticket sales in early August, though last-minute tickets were usually still available on the resale market.The official ticket sale is done in segments, and this year, people can still buy a $575 ticket from the sale tier that opened on July 31. Tickets are also available for $225 for people with limited income. The Reno Gazette-Journal reported on this change earlier this month.Marian Goodell, the chief executive of the Burning Man Project, the nonprofit that organizes the festival, said in an interview on Wednesday that organizers expected this year’s Black Rock City population, which includes guests and staff, to be in the low 70,000s. Last year, the population was 74,126.We are having trouble retrieving the article content.Please enable JavaScript in your browser settings.Thank you for your patience while we verify access. If you are in Reader mode please exit and log into your Times account, or subscribe for all of The Times.Thank you for your patience while we verify access.Already a subscriber? Log in.Want all of The Times? Subscribe. More