August is known as the month for bad movies. It is when big studios release their worst movies. They don’t want to make bad movies but there are circumstances where they can’t avoid making one and it becomes a tax write-off in August.
Harrison Ford is one of the big superstars in Hollywood that has enough star power to open a hit movie in August. In 1993, he starred in The Fugitive. Then it was followed by Clear and Present Danger in 1994. Industry insiders dismissed the hits as a Ford exception to the August rule.
Then in August of 1999, Sixth Sense was released. People wondered whether the studio thought it was a bad movie or whether there was a genius in the studio who saw the potential of releasing a good movie in August. The Bruce Willis and Haley Joel Osment starrer made around $300 million at the domestic box office and it changed the way Hollywood saw the month of August. Big studios now started to schedule big openings in August.
But old Hollywood habits are hard to break and some still release bad movies in August. There are three releases last weekend that can be seen as hits or misses. These are The Campaign, 2 Days in New York and Celeste and Jesse Forever.
The Campaign stars Will Ferrell and Zack Galifiniakis. Chris Rock is in 2 Days in New York. Andy Samberg is one of the cast members in Celeste and Jesse Forever. All of them have been part of Saturday Night Live. The big screen hasn’t always been kind to SNL cast members but the show has also produced a lot of stars such as Will Ferrell, Eddie Murphy, Adam Sandler, and Mike Myers.
Some of the biggest August movies released are The Sixth Sense, Signs, The Bourne Ultimatum, Rush Hour 2, The Fugitive, and Rsie of the Planet of the Apes.