The Secrets Behind Premiere Screenings: Early Showings of Movies Before Their Official Release

Why do some movie theaters get to show a movie a day or two before its actual release date? The answer lies in two primary reasons: gathering valuable audience feedback and boosting marketing efforts through early screenings.

Why Premiere Screenings Matter

Movie theaters often arrange to show a film one or two days before its official release for several important reasons. The first and perhaps most critical reason is to gather data from both industry professionals and a neutral audience. Audiences are frequently encouraged to share their thoughts, often through feedback cards, to help filmmakers make necessary adjustments. This practice is well-documented in the film industry, where notable directors have used audience reactions to refine their movies. For example, Mel Brooks used feedback from screenings to modify gags and even change climaxes and endings, as seen in 'Blazing Saddles' and 'Young Frankenstein.'

Gathering Valuable Feedback

The second key reason is to boost marketing efforts. Early showings generate buzz and encourage word-of-mouth promotion. These screenings are often conducted one to three weeks before the official release date, with the intent of getting 400 people across multiple towns to share their positive experiences, leading to heightened anticipation and increased viewership. Critics are also often invited to these early screenings to review the movie in a real theatre-going environment. Seats for critics are usually reserved on the aisles, and sometimes DVDs are sent to them or they are invited to private screenings. This setup helps critics give a more authentic review because their emotional responses contribute to their critical analysis.

Impact on Critics and Audiences

One interesting case is when critic Roger Ebert was initially poised to give the South Park movie a negative review. However, after attending a preview screening and hearing the audience singing the movie's songs, he reconsidered his stance and gave the film a neutral review. This incident highlights how much the emotional response of the audience can influence critics' final verdicts.

Conclusion

In summary, premiere screenings play a significant role in both refining and marketing movies. By collecting detailed feedback from a diverse audience, filmmakers can make necessary adjustments to their films. At the same time, early screenings serve as powerful marketing tools, generating buzz and driving anticipation. The insights and reactions gathered from these screenings help create a richer, more engaging cinematic experience for audiences.