Holdover
A film that continues playing in theaters beyond initial booking commitments due to strong performance.
Definition
A holdover describes a film that continues theatrical exhibition beyond standard booking periods due to sustained audience demand. Strong holdovers demonstrate "legs"—the ability to maintain revenue over time rather than front-loading all business into opening weekend.
Theaters prioritize holdovers when booking new releases, balancing fresh content against proven performers that continue generating revenue.
Why It Matters
Holdover performance indicates genuine audience enthusiasm beyond marketing-driven openings. Films with strong legs often outperform front-loaded releases with bigger openings but steeper drops.
Understanding holdover dynamics helps explain why some modest openers become major successes while bigger openings fade quickly.
Examples in Practice
"The Greatest Showman" exemplified extraordinary holdover performance, continuing to play theaters for months as word-of-mouth spread. "Avatar" held screens for extended periods as audiences returned for repeat viewings.
Award wins often generate holdover business as nominated films return to or remain in theaters during awards season.