If this summer has anything to say about it, you better get ready to laugh your way back into theaters because the 'Summer Comedy’ is making its return! Once a mainstay in theaters, but now pushed to streaming services, comedies, specifically raunchy comedies, are finding their way back into movie theaters this summer, and they are coming with full force. Whether it’s Jennifer Lawrence’s No Hard Feelings, Margot Robbie’s Barbie, or the Will Ferrell-Jaime Foxx-led Strays, A-list talent is starring and leading summer comedies in the theater.
In addition to that, comedy films have been receiving good reviews from critics. For example, three recently released films hold favorable reviews on Rotten Tomatoes.
What stands out to me throughout some of the smaller comedy films is that most of them feature diverse voices. Whether it’s The Blackening, Joy Ride, or Bottoms, they all cater to and shine a light on different communities that are getting their time in the spotlight. I have seen two out of three of these films because Bottoms doesn't come out until August, and every theater I have been in has been packed, and the laughter has been infectious.
Not only that, but besides Barbie, all of these movies are original pieces of intellectual property. Due to most comedy movies being original works, it is riskier for people to spend their discretionary money on them. For example, this weekend more people are likely to watch the new Mission Impossible movie because they know what they are getting, compared to movies like Joy Ride. That is why going to the movies and supporting comedy films and original stories is important—it helps support the creation of these movies and allows people to enjoy them in a public setting.
Ultimately, how comedy movies perform at the box office this summer, especially the smaller films, will be a real test of release strategies for the future (streaming, theatrical, or hybrid). The success of these comedy movies will determine their place in theaters versus streaming. With such a stacked summer box office slate, competition will be tough for these smaller films to make a profit and gain traction. On a positive note, according to BoxOfficeMojo, No Hard Feelings, starring Jennifer Lawrence, has made $41 million domestically and $68 million worldwide, putting it on track to be the highest-grossing comedy movie since 2019. However, Joy Ride only brought in $6 million during its opening weekend, falling short of the expected $7-8 million. Although I can already envision Joy Ride performing well on video-on-demand platforms, box office numbers remain important as they demonstrate to studios that these films can be profitable.
I believe this summer will shine a light on how comedy movies should approach their release strategies moving forward. Big movies like Barbie will inspire more franchises to create family-friendly, comedic, blockbuster films. Meanwhile, smaller films with original intellectual properties will encourage creators to develop fresh stories with a unique point of view. Looking ahead, it seems that for comedy films to succeed in theaters, they will have to tell resonating, fun stories that can entice audiences. I don’t mean that I expect every comedy movie to have the level of depth found in Everything, Everywhere, All at Once, but the movies released frequently in the 90s and 2000s may struggle to find success in theaters. For instance, Jennifer Aniston's Rumor Has It (a personal dislike of mine) would likely find more success on streaming services.
Another trend I've observed is that comedy films, or films with original IP tend to be more successful if they generate buzz on platforms like TikTok. Take No Hard Feelings as an example—Jennifer Lawrence left no stone unturned when it came to promoting her film. Having been away from the spotlight for a couple of years, she appeared on numerous talk shows and engaged with popular TikTokers, such as those on Hot Ones and Chicken Shop Date. This multi-channel approach effectively advertised her star power and, consequently, her new movie on TikTok and other social media platforms.
Get ready to laugh out loud as these films hit the theaters, and let the joy and humor of the big screen brighten your summer days. With this summer, the box office has a comedic lineup offering a blend of familiar faces and fresh talent, and I hope this summer signals a return to having a wide variety of comedic content in theaters.
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