Interestingly, results indicated that the three timing variables investigated, which were releases prior to long weekend, during summer, or during Christmas, did not demonstrate relation to total revenues (Simonoff & Sparrow, 2000). However, the third quartile grosses were noticeably higher for seasonal releases in comparison to non-seasonal releases (Simonoff & Sparrow, 2000).

One of the most important factors involved in determining the success of a film in terms of box office revenue is the release date (Simonoff & Sparrow, 2000). Simonoff and Sparrow (2000) explain how movie studios often will plan a release date for a film up to a year in advance and leak this info to the media in an attempt to "scare off" competing films. Furthermore, this occurs among major blockbuster motion pictures as well as small budget films, as it is unlikely to find two movies targeting the same audience released in the same weekend (Simonoff...
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