There is a period in cinema – roughly May to September – that is well known as the summer blockbuster season. This is the time of the year that studios vie for release dates against other studios to unleash their tent-pole movie that will hopefully clean up at the box office and ensure a healthy profit margin that will appease their shareholders and ensure that the studio can stay afloat. The advertising and marketing budgets on these films alone dwarf the complete budgets for most films, drowning out newspapers, bus stops and advertising breaks on television with an unrelenting assault on the synapses that screams at us, telling us that we must go and see that film.
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