""S.W.A.T.," which won't go head to head with any other wide openings the weekend of Aug. 8-10 since "Freaky" arrives on Wednesday of that week, is reportedly tracking great and showing signs of becoming a solid late summer hit for Columbia. Directed by Clark Johnson, the police action thriller stars Samuel L. Jackson and Colin Farrell.
In one of the summer's smartest marketing moves, Columbia took advantage of what it correctly anticipated would be a huge opening for "Bad Boys II" to promote "S.W.A.T." "We've got a trailer on 'S.W.A.T.' attached to 'Bad Boys,' which played great this weekend," Sony Pictures Entertainment vice chairman Jeff Blake told me Sunday. "We're certainly looking forward to its opening Aug. 8. Hopefully, everybody who's seeing 'Bad Boys' (is going to get) excited about 'S.W.A.T.' also. So the summer's certainly not over for us."
With "Boys" opening to $46.5 million and the average ticket price these days about $5.81, that means about eight million sets of eyeballs saw Columbia's "S.W.A.T." trailer last weekend. Moreover, all those people were moviegoers. Better yet, all of them were action movie fans. While television advertising reaches millions of people, not all of them are moviegoers. Trailers are seen by people who have paid to get into a movie theater, which makes that audience the best you can get when you want to sell them on seeing another movie. It's the best of all marketing worlds when a film like "S.W.A.T." can have its trailer playing on a hit movie that's targeted to the same audience."