A Christmas Story (1983) was initially a modest success with little promotion, but after Ted Turner purchased the MGM back-catalog a few years later and began rerunning the film on his cable networks every December, it became an iconic Christmas classic. The Rocky Horror Picture Show (1975) was considered a failure for the first 6 months of its release until it found popularity in midnight screenings afterwards. It was also one of the successful films during the beginnings of the American New Wave of cinema. Įasy Rider (1969), which was created on a budget of less than $400,000 (equivalent to $3,323,000 in 2023), became a sleeper hit by earning $50 million and garnering attention from younger audiences with its combination of drugs, violence, motorcycles, counter-culture stance, and rock music. In theory, a successful screening leads to word-of-mouth marketing, as it compels viewers to discuss an interesting, low-key film with co-workers when they return to work after their weekend. In the case of Sleepless in Seattle, a romantic comedy, screenings were held at suburban shopping malls where romantic couples in their mid-20s to early 30s spent Saturday afternoons before seeing a new film. Screenings for these films are held in an area conducive to the film's demographic. This alternative form of marketing strategy has been used in sleeper hits such as Sleepless in Seattle (1993), the Oscar winner Forrest Gump (1994), My Best Friend's Wedding (1997), There's Something About Mary (1998) and The Sixth Sense (1999). Some sleeper hits in the film industry are strategically marketed for audiences subtly, such as with sneak previews a couple of weeks prior to release, without making them feel obliged to see a heavily promoted film. Sleeper hit films benefit theater owners because the owners keep a larger percentage of money from ticket sales. As Variety puts it, "A 'sleeper hit' can be defined as the kind of show that catches us by surprise-programs whose popularity grows over time and can ultimately outshine the preordained hits." A sleeper hit often lacks star performers or high production values, but prevails, at times against its own makers' expectations, on the strength of such qualities as narrative, approach, or novelty, as well as market accidents. A sleeper hit may have little promotion or lack a successful launch but gradually develops a fandom following media attention, which in turn increases its public exposure and public interest in the product. In the entertainment industry, sleeper hit refers to a film, television series, music release, video game, or other entertainment product that was unpromising on release but became a surprise success. It has been suggested that this article should be split into multiple articles.
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