By David Poland poland@moviecitynews.com
The Silly Report Season: SNL Kagan & The Bizarre Notion Of Domestic Only
Quick. Ask anyone who is paying attention whether anyone produced movies in 2011 expecting to get a even 50% or better return on those movies (with one or two exceptions… primarily comedy) from the domestic theatrical market alone.
To be (overly) fair, SNL Kagan (according to David Liebermann, who gets all these reports to promote because he doesn’t seem to understand them or care) included domestic Home Entertainment. Of course, by annualizing this, the study – guessstimates – confuse the basics. So this report about 2011 is focusing on Paramount’s 2010 release, True Grit. So does Mission: Impossible: Ghost Protocol, Paramount’s #2 owned release in 2011 exist in 2011 or do we wait to count than in 2012’s numbers? And by using the broadest numbers for Home Entertainment, how do they take distribution choices made by each studio?
As noted, I don’t trust Lieberman’s analysis of the analysis much, but it would seem, for instance, that they counted all of Paramount’s domestic theatrical as Paramount’s, but is also counting DreamWorks Animation separately. Huh?
But the most stupid notion is that SNL Kagan – or any independent analyst – can work through all these tortured numbers for a year and then come up with a percentage that anyone paying attention would consider legit… and then argue that there is an industry trend based on a 2% change in that tortured number the next year.
And what are they really saying? That the expanding international theatrical market is generating a higher percentage of revenue vs domestic? Is there someone who is deaf, blind, dumb and without taste buds who hasn’t known that for the last 5 years without a report? Is there anything here more valuable than the self-promotion for Kagan?
I’m sure there are very smart people over there spending months trying to get The Weinstein Company to tell them how much they spend marketing The King’s Speech in 2011. But these kinds of numbers are so overly broad as to be nothing but junk information… aka Silly.
I realize you just reflexively shit on anything anyone ever reports about anything remotely related to the movie business out of habit (how else will you have something to say about a business you’ve never been in), but you’re grasping at straws even more so than usual here.
Year over year comparisons are made to standardize the sample from each studio, irrespective of their particular release calendar. While not perfect for every string of analysis one could make, it is a fair compromise to compare data.
And hard data to support the conclusion everyone has made that international matters isn’t a bad thing. I don’t understand your animus towards someone digging through data and showing it. These reports are primarily for the business world, not bloggers who like to interview directors. You’re not the audience, but someone is. Although even those interested in the creative end of the movie business should find it at least a tad bit interesting, since the recent necessary focus on international informs the types and sizes of movies that are actually made.
Your nihilism (it’s no longer just contrarianism) leaves no room for anyone to ever say anything about anything. I suppose this is your aim, since that is the only world in which anyone would actually ever listen to you.