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Why Is That Michael Jackson Movie Out for Only Two Weeks?

Thu., Oct. 29, 2009 6:46 PM PDT by Leslie Gornstein

Sony Pictures

Is Michael Jackson's This Is It only in theaters for two weeks to get fans into a frenzy or to have the DVD out on time for the holiday season?
—James L., via Facebook

You mean you didn't dissolve into a worshipful faint as soon as you typed the words "This Is It" into Facebook? Bad consumer! Bad! Get frenzying forthwith before the Jackson family finds you unworthy.

Despite the high quality of the documentary—I understand it is quite good—yes, there is an element of manipulation at work here, in the two-week-only release schedule.

Have you been made a victim? Decide for yourself...

...with a little help from box-office analyst Jeff Bock.

"The two-week run is a gimmick that the studios use to create an event aspect to the film; it's for the hype," says Bock, of the firm Exhibitor Relations.

In other words, the idea of a limited engagement does indeed get everyone all het up about seeing Michael Jackson sing and dance for the last time. Get him while he's still only a little dead!

But does it work?

It did for Miley Cyrus, whose Hannah Montana concert film was initially slated for a two-week run, Bock says. Not surprisingly, that engagement was extended when the film started bringing in cash.

The two-week ploy does not always work, however. Take the Jonas Brothers' concert movie; it was also a two-week deal, and it is considered a box-office flop.

So far, the Jackson film seems to be following in the Miley mold, Bock says; This Is It brought in an estimated $20 million worldwide on its first day—a decent showing, if not miraculous. ("For the hype it was getting, we thought we were looking at the second coming of Transformers," Bock says. "But no.")

What does that mean?

Like the Hannah Montana concert film, the Jackson movie will likely get an extended run, overseas at least, Bock says. And then, yes, Bock adds, don't be surprised if there's a fresh round of hysterical hype—just in time for a holiday DVD.

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We kinda loved This is It. Here's our review.