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The Big Summer: Winners and LosersBy Todd AnthonyPublished on September 22, 1993Seems like only yesterday the prevailing view was that the advent of pay-per-view movies, videotape rentals, and laser-disc technology would combine to spell doom for the nation's movie theaters. The summer of 1993 proves just how little the pundits actually know. From the last week of May through the first week of September, Hollywood cashed in at the box office as never before. In terms of both tickets sold and gross revenues, it was the biggest summer ever. The times they are a-changin', however. A film's shelf life in theaters has been reduced, due in no small part to the shrinking window between its theatrical, videotape, and pay-TV release dates. The big opening weekend has become as important to a film's ultimate success as its writer, director, or star. A movie with a powerful ad campaign and a good trailer can make a killing before bad word of mouth undercuts its momentum. Cliffhanger and The Firm, two films of middling quality supported by tsunamis of hype, were cases in point. Interestingly enough, the two films that defied this trend most successfully were modestly budgeted pictures with strong soundtracks and predominantly black casts and themes (Menace II Society and What's Love Got to Do with It). It's no secret: big box office and artistic merit rarely go hand-in-hand. Sylvester Stallone and Tom Cruise owe their careers to that dictum. Never has a summer's movie crop pointed out this disparity as clearly as 1993. The other interesting characteristic of summer movies is that they tend to be ignored when Oscar time rolls around in favor of the big Christmas blockbusters. Given the quality of summer releases in years gone by, that may have been justifiable. But this year there have been a few good ones. Lest we forget, here's a brief review of the season's highs and lows: Ten Best Summer Movies of 1993: Best Disappearing Acts (exceptional but poorly attended films that closed quickly): The Story of Qiu Ju
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