Scheduling and Release (UK)
Release The Inbetweeners 2 film was released in the UK on the 6th of August 2014. The films release does not coincide with the awards season, or in particular any British awards, such as the Baftas, events for which it is most likely to receive an award from.
Weekly Box Office figures The Inbetweeners 2 film was released in a mass release strategy in the UK (AKA released in a large amount of cinemas at once.) This approach was opposed in America, where a staggered release was used.
Other films released in the same week The Inbetweeners 2 had very little competition on its opening weekend.
Release window Inbetweeners 2 was released during the British summer holidays, where more people are able to watch it due to having time off; particularly younger audiences who are likely attending or beginning to attend university, as they are A) of the age to see the film and B) of the age to understand most of the humour utilised
Release strategy The Inbetweeners 2 was released in only 5 countries, being the UK, Australia, Germany, Austria and New Zealand. The film mainly banked on its success coming from UK and Australian audiences. Its release within these countries mainly relied on a mass-release, as opposed to a staggered release.
Why was it released in that week? One of the primary reasons it was released on the 6th of august was the fact it had very little competition from A) films of a similar genre and B) popular films coming out on the same week as it (Guardians of the Galaxy and Planes; fire and rescue came out the week before, and Dawn of the planet of the apes came out 4 weeks beforehand). As to competition from similar genres, there were no comedy films being released at the time, so there was very little competition for target audiences.
Cinema Release date After 5 weeks after the release the gross started to drop, this is for many reasons; everyone had already seen it, more bigger films had been coming out and also teens are now going back to school meaning less people are going to the cinema.
Other films released in the same week
Release window
• The release window for Inbetweeners 2 is summer holidays, this is because the movie is based on a holiday and also because more teens will have money and spend time going to the cinema as they are off school.
Release Strategy
• The release of Inbetweeners 2 is classed as a Staggered and Limited release, this is because it was released to different countries at different times giving a suspense to come out at the next location, it is also a limited release as it wasn’t actually released to every country, this is because they knew it wouldn’t do as well from the previous film.
Why was it released in that week?
• The film was released in this certain week because it was one of the only British comedies to be bought out. This means they know it will do well as it would do well with the target audience. There is also not a lot of competing films.
Competition Week 1
Week 2
Week 3
Note: The Inbetweeners 2 only fell 3 places in as many weeks, mostly as to being the only comedic film of its type out at that time.