Tentpole
A major film production expected to generate significant revenue that financially supports a studio's entire slate of releases.
Definition
A tentpole is a high-budget, high-profile film release that a studio relies upon to generate substantial revenue—like the center pole supporting an entire tent. These productions typically feature franchise IP, major stars, and massive marketing campaigns.
Modern studio strategy concentrates resources in fewer, larger tentpoles rather than diverse slates of mid-budget films. This approach maximizes theatrical impact but increases risk concentration.
Why It Matters
Tentpole dynamics shape the entire industry—from talent compensation to marketing spend to competitive release calendars. Understanding tentpole strategy explains why certain projects receive resources and why mid-budget films increasingly move to streaming.
For PR and marketing professionals, tentpole campaigns represent the highest-stakes, most resource-intensive work in entertainment.
Examples in Practice
A studio's summer tentpole underperforms by $200 million, forcing cancellation of three development projects and restructuring of the entire annual slate—illustrating both tentpole importance and risk.
A franchise's fifth installment receives tentpole positioning despite franchise fatigue concerns because the studio needs its Q4 tent supported by proven IP rather than original concepts.