Soft Drop
Gradual reduction in a film's theater count over several weeks based on box office performance rather than abrupt removal
Definition
Soft drop refers to the gradual reduction of a film's theatrical presence by slowly decreasing screen count over multiple weeks based on box office performance and audience demand. This contrasts with hard drops where films are quickly pulled from theaters.
The soft drop approach allows films to find their audience organically while maximizing revenue potential from theaters where performance remains strong. Exhibitors and distributors monitor weekly performance to determine which locations maintain the film and which transition to new releases.
Why It Matters
Soft drops can significantly extend a film's revenue-generating period by allowing strong-performing locations to continue screening while underperforming theaters transition to new content, optimizing overall box office performance and theater utilization.
This strategy is particularly valuable for films with strong word-of-mouth or awards season momentum, as it provides flexibility to capitalize on building audience interest without prematurely ending theatrical runs that could become profitable.
Examples in Practice
Sony Pictures employed a soft drop strategy for 'Spider-Man: Into the Spider-Verse,' gradually reducing screen count while maintaining presence in family-friendly theaters where the animated film continued performing well through holiday season.
Searchlight Pictures used soft drops for 'Nomadland' during awards season, keeping the film in select art house theaters and awards-qualifying markets while building momentum toward Oscar wins, maximizing both revenue and awards positioning.
Paramount's 'A Quiet Place Part II' benefited from soft drop management during the pandemic recovery period, maintaining screens in markets where audiences felt comfortable returning to theaters while reducing presence in more cautious regions.