Back in the box office’s salad days, a “sleeper hit” was a film that grew in popularity beyond a weak opening, poor reviews, or minimal marketing. Obviously, they were a rarity since most movies make their greatest revenue in the first week or two of release. The financial investors’ goal was a large weekend crowd. Filled theatre seats translated into strong revenue results. Are sleepers now part of the days of yore? Will we ever see one hit its stride with streaming and living rooms replacing the darkened theatre?
Yes, it’s hard to believe a sleeper movie still exists with the film and television industry’s heavy reliance on social media and myriad advertising avenues. Content rules on the small screen, and there’s not enough time in a given 24-hour period to consume all of the options. Movies and television series installments come and go at a rapid clip. But I return to the notion if whether a sleeper hit can thrive in todays’ entertainment world. Let’s take a look at how one evolves by tracing the number one sleeper hit of all time, according to some film critics: The Rocky Horror Picture Show.
According to movie reports, The Rocky Horror Picture Show opened in August 1975 in eight cities with little to no interest by moviegoers. In 1976, 20th Century Fox re-released it as a “midnight movie” on April Fools’ Day in New York City. So there you have it—MARKETING, a strategy that’s been around since the dawn of any communications!! Once it was refashioned, The Rocky Horror Picture Show expanded cities nationwide and founds its niche of moviegoers.
For decades, the previous owners of my college town theatre ran The Rocky Horror Picture Show every Saturday at midnight. Of course, the faithful followers showed up in appropriate regalia. In 2021, the recently revamped venue closed for possibly the fourth or fifth time. I’ve lost count. And the closing of theatres makes me wonder if the sleeper hit is a thing of the past.
We all know the cult classics, the films, television shows, books, etc. that defy the norm. These are the potential sleepers, and I’d like to think they are still possible! Let’s face it. Some movies are bound to hit the mark because they have a regular following. Think Marvel, Star Wars, or Harry Potter film franchises that have a guaranteed audience.
But the sleeper relies on originality, maybe even quirkiness, and, many times, creative marketing. Let’s look at some other sleeper movies to see if there’s a trend of a slow-build for success. I’m listing the top ten sleepers (from ten to one) according to IMDb, since their box office numbers increased over time, the telltale sign of a sleeper. Albeit, a few of the listed films had a gradual release, which is sort of cheating:
- Paranormal Activity (2007)
- The Blair Witch Project (1999)
- My Big Fat Greek Wedding (2002)
- Sleepless In Seattle (1993)
- Napoleon Dynamite (2004)
- There’s Something About Mary (1998)
- Juno (2007)
- Slumdog Millionaire (2008)
- The Sixth Sense (1999)
- Forrest Gump (1994)
I’ve seen nine out of ten of the movies listed by IMDb, mainly because I’m a total wimp when it comes to paranormal stuff which eliminated the obvious one. And, yes, IMDb rates Forrest Gump as the most successful sleeper hit of all time, or, at least, one of them. The film’s slow build fostered by “word of mouth” audience reviews resulted in its Top 3 spot at the box office for 12 weeks.
If dreams really do come true, I’d like to think the sleeper hit is still a reality! I look forward to a few in the year ahead because, in the creative arts, nothing is for sure and anything is possible! Like Forrest Gump said when quoting his mom,” life was like a box of chocolates. You never know what you’re gonna get.”