Paramount announced last week that Tom Cruise's Ethan Hunt will return in Mission: Impossible 5 on Christmas Day in 2015. At first glance, the date makes perfect sense: Ghost Protocol revitalized the franchise with its successful 2011 holiday run, serving out the first non-summer launch for the series. But Ghost Protocol didn't have to compete with a little movie called Star Wars: Episode VII.
What's Paramount's play here?
They seem to be aiming for a repeat of December 2009's record market performance driven by a co-existence of marquee blockbuster titles. James Cameron's Avatar (having opened December 18) was beginning its long and fruitful run while, simultaneously, Warner Bros. and Guy Ritchie successfully reimagined Sherlock Holmes over Christmas weekend (to say nothing of Fox's success with Alvin and the Chipmunks: The Squeakquel). Holmes may not have won first place, but it was a big hit under Avatar's shadow nonetheless.
Unfortunately, Mission: Impossible 5 faces a tougher uphill battle than the famous detective. Regardless of your opinion on Tom Cruise, his public image has taken another hit recently. His box office stature sharply contrasts that of Robert Downey, Jr., who was fresh off the breakout success of Iron Man and hitting the stride of his career resurgence when Sherlock Holmes opened. Contrary to any 1990s status quo, Cruise's drawing power just isn't what Downey's is anymore (as evidenced by the lackluster domestic box office performances of Jack Reacher and Oblivion)... (more)
Full story: http://www.boxoffice...-or-ill-advised
Edited by ShawnMR, 20 November 2013 - 09:15 AM.