Where are the original blockbusters? What was the last original blockbuster to make huge amounts at the box office? And can original blockbusters still gain a foothold in the MCU era? Today we’ll try to answer these questions. But first, let’s define what a blockbuster is.

Defining Blockbusters

It’s hard to define everything that makes a “blockbuster”. Industry analysts say it’s any film that takes over $100 million. But The Blair Witch Project isn’t what we think of when discussing blockbusters. Others say a blockbuster is a big-budget, box-office hit that has some involvement with a major studio. They also focus on generating excitement through fast-paced storytelling and big effects/action sequences, leading to repeat viewing. But this definition also has flaws. For example, The Battle of Lake Changjin is currently China’s highest-grossing movie ever and has a $200 million budget. And while it’s produced by major local production companies these companies don’t have a huge worldwide presence like those that produce English-language blockbusters. It also performed well in China but not internationally. So is Lake Changjin a blockbuster or a domestic hit?

For the purposes of this article, we will define a blockbuster as a film produced or distributed by a major studio with a big modern budget that aims to excite audiences. Which makes its budget back at the box office and performs well with worldwide audiences.

Original Blockbusters

So what was the last major studio blockbuster not based on existing IP to truly capture the world’s attention? Some may immediately think of Avatar which for 10 years was the highest-grossing film of all time. That said, Avatar isn’t the only original blockbuster to have captured attention recently. 

In the past decade, we’ve seen several original animated blockbusters score big at the box office. Including Zootopia (2016’s 4th highest-grosser), Inside Out (2015’s 7th highest-grosser), Coco (2017s 11th highest-grosser) Moana (2016’s 12th highest-grosser), and The Croods (2013’s 11th highest-grosser). Films like Interstellar (2014’s 10th highest-grosser) and Gravity (2013’s 8th highest-grosser) also saw success during this time.

Hollywood’s New Ideas?

Unfortunately, this year big original blockbusters didn’t really materialize. Exciting projects like Lost City and Nope did good business but both were mid-budget films rather than big-budget releases. But if original blockbusters can make money why are big studios not making them?

Well, because blockbusters are expensive to produce many major studios need to ensure a return on investment. Also with competition from streaming services and the need to get people back to theatres post-pandemic the industry is looking for ways to keep audiences returning. Therefore, unfortunately, it’s understandable why studios use a well-known IP or figure as a project’s basis as audiences are more likely to watch something with a familiar brand. 2022’s highest-grossing movies seemingly prove this thesis.

Of course, this doesn’t mean there’s no opportunity for original ideas to flourish. Big studios have shown a willingness to fund original work if a director has delivered a hit (like Christopher Nolan). Animation has also proven a great home for original family audience blockbusters. But one thing that might spur more creativity from big studios is competition from smaller independent and international blockbuster-style movies. In 2022 Everything Everywhere All At Once and RRR showed that blockbuster action can be delivered from smaller sources and that audiences still want to watch original exciting titles. Hopefully, these factors will lead to more diversity in blockbuster filmmaking.

Also Read: 5 More Movies That Don’t Need a Sequel, Reboot or Remake

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On one hand, these updates do build excitement for the film. On the other, it can sometimes have a negative impact on the film. Audiences can just be waiting for a character or moment to show up, rather than enjoying the film for what it is. It also makes it a lot harder to avoid spoilers. In the age of the internet and camera phones, where anyone and everyone can get set photos, can blockbusters still be surprising?

The Marketing Push

It’s important to distinguish between the types of information that comes out. That being official and leaks or rumours. Offical information includes things confirmed by the studio, such as who actors are playing, or things shown in stills or trailers. These can still give away too much, especially when trailers are released online and able to be replayed and paused infinitely. This trailer for Spider-Man: Homecoming gives away almost all the plot beats. However, the actual twist involving the Vulture was kept hidden. Although the twist isn’t game-changing, it is nice that it managed to stay a secret, given how much the trailers had given away.

By contrast, the marketing for Avengers: Endgame, was much less revealing, even going as far as to shoot scenes especially for the trailer, or digitally add and remove characters. This extended to shooting itself, with cast members only given the relevant pages that include their characters. Some plot details did leak for Endgame, which even prompted the directors to request a spoiler ban, in the hopes of giving fans ample opportunity to experience the film for themselves.

Disney also struggles against leaks to one of its other franchises, Star Wars. As one of the biggest franchises ever, it’s understandably something that people want to stay updated on. Most of the new films had several plot elements leak, although some did turn out to be fake. Star Wars: The Rise of Skywalker had its script leak weeks before the film (as well as a draft of Colin Trevorrow’s version). The second season of The Mandalorian had several character’s leak, namely Ahsoka Tano and Bobba Fett.

Loose Lips Sink Starships

The Mandalorian did manage to save its biggest surprise though. The behind-the-scenes documentary of the final episode goes into a lot of detail about the scene. Dave Filoni remarks how they actually planned for a leak, with a placeholder of Plo Koon (Filoni’s favourite Jedi from the prequels). The idea being that, if it were to leak, there would still be a surprise when the episode aired.

Leaks come about in a variety of ways. It could be something as simple as an Instagram post from someone on set, even in the editing room or of the script. Many cast and crew are given strict guidelines on what to say in interviews. Of course, that doesn’t stop people sneaking onto the set, or getting hold of toy listings. Toys are a huge source of leaks, with many characters or set pieces being revealed as part of a toy range. Jon Favreau was so determined to keep the reveal of The Child (better known as Baby Yoda/ Grogu) that no toys were made of the character until after the first season.

Ironically, the harder studios try to keep secrets, the more likely they are to leak. With communities on the internet dedicated to searching for any possible information, it seems almost impossible to not have any info leak out. However, it does seem that leaks can be used to throw people off the scent of other twists, so perhaps there is hope after all? It might be best to think about spoiler etiquette before we go talking about something from leaks though…

Also Read: Spoiler Etiquette: To Spoil Or Not To Spoil

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