How 'Jaws' Gave Birth to the July 4th Blockbuster

One thing I do every summer is dust off my Jaws Blu-ray and get it ready to be watched at least four or five times, because when it gets hot outside, I know it's time to visit Amity.

For the last fifty years, Jaws has been the king of the summer, and not just because it conquered theaters, but because it began the annual tradition of explosive, high-stakes cinema that became synonymous with the Fourth of July holiday.

Every year since, studios have tried to capitalize on the public swarming to the first blockbuster. Let's harken back to an era where that was a novelty.

Dive in...the water is safe...I think.

  - YouTubewww.youtube.com

How Jaws Changed Hollywood

Steven Spielberg's Jaws was not released on Independence Day weekend itself; it actually came out on June 20, 1975. But in the weeks that followed, people lined up around the block to see the movie, and its Fourth of July setting in the story only made it more popular as the summer progressed.

The film was a cultural phenomenon. It shattered box office records, becoming the first film to gross over $100 million, and instilled a collective, primal fear of the ocean in the American psyche. But beyond its narrative and cultural impact, the strategic release and marketing of Jaws proved to be a watershed moment for the film industry.

Movie Marketing

Prior to Jaws, major studio films were typically given a platform release, opening in a few major cities before gradually expanding to a wider audience.

Universal took a gamble on a wide release for Jaws, opening it simultaneously in hundreds of theaters across the country.

This was coupled with an unprecedented national television marketing campaign that built suspense and anticipation in the weeks leading up to its debut.

The iconic, ominous two-note score and the tagline "Don't go in the water" became ingrained in the public consciousness before many had even seen a single frame of the film.

Audiences flocked to theaters in droves, creating long lines and generating immense word-of-mouth buzz.

The film's success demonstrated the immense potential of a summer release, a season previously considered a dumping ground for less prestigious films. Studios quickly took note, realizing that a big-budget, high-concept film with a massive marketing push could become a cultural event and a massive financial success.

  - YouTubewww.youtube.com

Lessons for the Future

This new formula laid the groundwork for future summer tentpoles. The success of Star Wars two years later, another summer release with a massive cultural footprint, further solidified the blockbuster model.

We even saw Independence Day mirror this in the 90s, with it actually releasing on July 4th weekend and setting a new precedent of adding movies to theaters right before the 4th and even opening earlier in the week.

All this is thanks to Jaws.

Summing It All Up

The tale of a giant shark that terrorized a small island town in the summer of '75 did more than just make people afraid to swim; it gave birth to a cinematic tradition that continues to define the American moviegoing experience.

It's one of the most impactful movies ever made, and the highlight of every summer since it came out.

Let me know what you think in the comments.