Happy Accidents #056 - Jaws

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Welcome to another edition of Happy Accidents, where we uncover the delightful stories behind unexpected success. This week we’re taking a look at how a new approach to summer movies changed an industry.

This film is regarded as the first ever summer blockbuster. That movie? Steven Spielberg's Jaws.

Released in 1975, Jaws not only set the standard for cinematic thrillers but forever changed the landscape of film releases, ushering in the era of the summer blockbuster.

Let's dig in, shall we?

SETTING THE STAGE

This is the part of every Happy Accident story where we see every successful outcome starts with the person putting themselves in a favorable position. They work hard, they try new things, they meet new people. They're not just sitting around 'hoping' to be successful some day.

Before Jaws, Hollywood's approach to summer releases was rather conservative.

The summer season was often considered a cinematic drought, with studios releasing smaller films while reserving major productions for other times of the year.

This traditional mindset underestimated the potential of summer audiences and their appetite for high-octane, big-budget films.

Jaws, however, broke away from tradition on multiple fronts. The film, directed by a young Steven Spielberg, faced numerous challenges during production, most notably with its mechanical star, affectionately known as "Bruce."

Constant malfunctions forced Spielberg to shoot many scenes without showing the shark. He improvised by showing the shark’s point of view instead (like below)

But that’s where things got interesting…

THE HAPPY ACCIDENT

This is the part of every success story where there's a chance encounter, a serendipitous moment, an unintentional discovery (or Happy Accident) that paves the way for the next steps. In some cases, a Happy Accident can even be disguised as something bad in the moment.

The production challenges posed by the malfunctioning shark, initially seen as a hindrance, turned into a stroke of luck!

Spielberg's decision to limit the shark's screen time built tension and fear, engaging audiences in a way that traditional monster movies had never achieved.

Check out this video that dives deeper in the challenges with the mechanical shark and how Spielberg thought it may be the end of his career 👇

This unforeseen twist became a defining element of Jaws' success.

Spielberg did his part, now it was up to the film company to do theirs. And they delivered as well!

The marketing strategy employed by Universal Pictures for Jaws was revolutionary.

Leveraging the fear of sharks and the film's suspenseful nature, the studio unleashed a groundbreaking campaign. Taglines like "Don't go in the water" and teaser trailers heightened anticipation, drawing audiences in with the promise of a cinematic experience like no other.

CAPITALIZING

Just like Happy Accidents don't just fall into your lap (you need to set the stage first), they also don't turn into anything if you don't recognize them and take action. This is the part of every success story where we see people capitalizing on their Happy Accident.

When Jaws was released on June 20, 1975, it shattered the mold of summer releases.

The movie easily broke box office records previously set by The Godfather (1972) and The Exorcist (1973), grossing a then unprecedented $100 million within 60 days

Traditionally, summer was considered a slow season for the film industry, but Jaws proved that audiences were hungry for thrilling entertainment during the warmer months. The film's unexpected success was fueled by positive word of mouth, captivating audiences with its suspenseful storytelling and iconic score.

Jaws' unprecedented triumph paved the way for a new era in Hollywood prompting studios to rethink their release strategies, leading to the intentional scheduling of big-budget, high-concept films during the summer months.

The summer blockbuster season was born, and Jaws became the blueprint for subsequent blockbuster hits.

TOO LONG; DIDN’T READ (TL;DR)

The success of the movie Jaws can be attributed to a series of accidental and unexpected elements.

Production challenges, particularly with the malfunctioning mechanical shark, led director Steven Spielberg to shoot many scenes without showing the shark, creating suspense and fear.

The groundbreaking marketing campaign, fueled by the public's fear of sharks, contributed to the film's anticipation.

Released during the traditionally slow summer season, Jaws defied industry norms, becoming a massive hit and unintentionally paving the way for the summer blockbuster phenomenon.

Some fun facts:

• Jaws marked the major directorial debut of Steven Spielberg, who was in his mid-twenties at the time. The film's unexpected success catapulted Spielberg into the limelight, establishing him as a powerhouse director in Hollywood.

• The film's legendary score, composed by John Williams, is one of the most recognizable and iconic in cinematic history. The simple yet ominous two-note motif, often referred to as the "shark theme," has become synonymous with impending danger.

• The success of Jaws led to three sequels, and the four films together have earned nearly $800 million worldwide in box office gross. See the list of highest grossing films of all time here.

The lessons here:

1. Adaptability Breeds Innovation: Jaws faced significant challenges during production, notably with the malfunctioning mechanical shark. Director Steven Spielberg's decision to adapt to these challenges by shooting many scenes without showing the shark demonstrated that embracing unforeseen obstacles can lead to innovative solutions. This adaptability not only overcame production hurdles but also enhanced the suspense and fear integral to the film's success.

2. Marketing as an Integral Element: The success of Jaws was not solely due to its thrilling content but also the result of a groundbreaking marketing strategy. The film's marketing campaign tapped into public fears of sharks and created unprecedented anticipation. This underscores the importance of recognizing the value of effective marketing in shaping audience perception and generating excitement around a project.

3. Timing and Breaking Traditions: Jaws challenged the traditional approach to film releases, particularly during the summer season. By defying the industry norm of considering summer a slow period for major releases, the film demonstrated the significance of strategic timing. Recognizing and capitalizing on audience demand during unexpected periods can lead to groundbreaking success. Jaws' triumph reshaped industry practices, emphasizing the importance of challenging norms and embracing unconventional release strategies.

YOUR Happy Accidents

Check out this incredible story of serendipity from Ian Sanders. How a chance encounter, an ash cloud, and the power of Twitter (X) resulted in a series of unexpected events that ended with a book deal. How cool is that?

Or this tale of serendipity from Darren Mass about how accidentally answering a call from a random number changed his business and his life.

Hey, Dennis Geelen here. Author of the Happy Accidents newsletter.

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