9/11 the reason for blockbusters???

I think using 9/11 as a reason for this summers blockbusters is stretching it.

USA TODAY

What's behind the movie madness? Industry observers cite various reasons. John Fithian, president of the National Association of Theatre Owners, sums it up: "It's good movies. It's good movie houses. And it's the right time for Americans to want to go to the movies."

Movie quality. Robert Bucksbaum, president of ReelSource Inc., which also tracks box office, is among analysts who believe what's onscreen makes a difference. Diversity is the key, he says. "This summer, you've got 10 family films, you've got chick flicks, you've got adult films. It's not just movies for the young male crowd."

Theater improvements. Exhibitors have spent millions to make moviegoing more pleasurable. "The patrons love the new theaters," says Fithian. "They love the stadium seating, the digital sound systems, all the way down to little things like armrests that pop up so they can get closer to the person they're sitting next to." Adds Rick King of AMC Entertainment, the nation's second-largest chain, "The experience is better than it used to be, and moviegoers are responding."

The timing. "Americans right now yearn for an escape from the tensions after Sept. 11," says Fithian. And Paul Dergarabedian, president of box office watchers Exhibitor Relations Co. Inc., says movies like Spider-Man benefit most. "In the post-Sept. 11 climate, people are very interested in stories that show the good guys winning."

Can the next biggie — Star Wars, Episode II: Attack of the Clones, opening May 16 — keep up the momentum?

In the long run, perhaps. But its chances of grossing $115 million on opening weekend are slim, admits Bruce Snyder of 20th Century Fox, which is distributing Clones. The prime reason: Clones will play at about 3,000 theaters, compared with Spider-Man's 3,615.

Director/creator George Lucas has certain requirements for showing his films. Says Snyder: "We require theaters to play it for a full week, minimum. Plus, we're only playing theaters where there is digital sound, unless it's a town with no digital theaters. That cuts down on our numbers a little bit."

Others are more bullish on Clone's chances.

Says AMC's King: "After the gross we saw (last) weekend, I'd say anything's possible." Advance ticket sales for the first five days of Clones, he says, are far ahead of any movie before. (The previous record-setter was Harry Potter, now the No. 2 all-time opener.)

Russ Leatherman, founder and voice of AOL Moviefone, also is seeing brisk advance sales. "Based on current tracking and ticket sales over AOL Moviefone, Episode II could equal or surpass the opening of Spider-Man." But he also says breaking the record is a "tall feat."

Star Wars may not top Spider-Man, but it may finish No. 1 in the long run.

"We're not looking at it as a sprint," says Snyder. "This is kind of a marathon race. I would expect Spider-Man to be around for the rest of the summer, as will Star Wars."

Those hard-core fans, famous for their repeat viewings, could end up making the difference.

"With Spider-Man, the core fans will go a few times," says Gareb Shamus, publisher of Wizard, the leading comic-book magazine. "The core people will go to Star Wars at least 10 times." Shamus confesses that the people working for him will see Clones 20 times.

But Snyder also points out that Spider-Man's success is likely to rub off on other big summer movies, including Star Wars.

"When people have a great time at the movies, they tend to go back," he says. "And I think people are enjoying Spider-Man."

Some perspective: About 20 million people went to Spider-Man's opening; nearly 87 million watched the Super Bowl. Says Bucksbaum, "There's still a lot of work to do."