In recent years, studios have increasingly produced films in franchises. Blockbusters in particular have proved to be a winning formula for distributors, with films such as the hugely
successful Lord of the Rings Trilogy and Marvel’s Avengers series breaking records at the box office.

For exhibitors, this model of film production can present a challenge to established business operations. Distributors are demanding both a greater cut of box office takings and raised prices for franchise blockbuster tickets. As a result, high attendance is not always translating into an improvement in your bottom line.

In these circumstances, marathons are a smart way to counteract distributor pressure while reaching out to moviegoers to boost profitable admits.