Right, pay attention. Yes, you at the back. If you haven’t already visited the cinema at any point this summer, now is a good time to consider it.
After a quick glance at the listings you have a choice of the following films: Toy Story 5, Minions & Monsters, Moana, Supergirl, Obsession, Evil Dead Burn, The Invite, Jackass: Best and Last, Backrooms, Disclosure Day, Michael, Scary Movie, and if you can still find it, Masters of the Universe. And within the next two weeks you can add The Odyssey and Spider-Man: Brand New Day to this collection of films.
We are at that point in the summer blockbuster season when the choice of movies available is wide, varied, and enticing. If you’re usually of the opinion “there’s nothing good to watch at the cinema”, well now there is.
And if you live in a part of the world where you’re experiencing extreme heatwaves, like here in the UK or across Europe, the cinema is the ideal place to escape to. Cinemas have air conditioning, they have lots of drinks and snacks, and they have entertainment to take your mind off the hot, sticky weather.
Anyway, with cinemas in mind, today’s edition of the It’s A Stampede! Newsletter is dedicated to the summer blockbuster season. I am spending a lot of time at the cinema at the moment (I do every summer), so I thought I’d chat a little bit about how well this summer season has gone.
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Mastering the box office
So, I think to begin with it’s worth saying summer 2026 has been an interesting time at the cinema. It’ll come as no surprise to anyone who follows the major entertainment news sites (or any of the minor ones) that summer 2026 has not gone as well as it could have for the major studios.
As widely reported, big films such as The Mandalorian and Grogu, Masters of the Universe, and Supergirl have all struggled to draw in audiences. There are many reasons for this, and the World Cup is likely to be a significant factor, but the truth is cinemas haven’t been as packed as they could or should have been this summer.
The three titles mentioned above are big films, which should attract big audiences. They simply haven’t done that and it is a shame.
It’s a shame because audiences who are watching these movies, and who are talking about them on social media, are enjoying what’s on offer. The problem is, audiences just aren’t heading to the cinema in the first place.
In the case of Masters of the Universe, I watched it twice, and had a blast on both occasions. In fact, I’d say it was the most fun I’ve had at the cinema this summer, so it really is a shame that many people aren’t checking out some of these films.
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Supporting movies works both ways
Speaking of Masters of the Universe, one thing which disappointed me this summer is the way in which the film wasn’t supported as much as it could have been by some of the tie-in partners. In the US, many of the big cinema chains surrounded the film with merchandise, including various popcorn buckets, cups etc, but that wasn’t the case over here in the UK.
Odeon had one popcorn bucket to tie in with the film (just one), as well as a He-Man and Skeletor cocktail offering (which was only availble to audiences 18+), but that was it. And when it came to Vue, there was nothing.
No popcorn buckets, no cups, not a whiff of any support. I understand that Masters of the Universe was tracking lower than anticipated before it opened, but if the cinemas can’t even be arsed to support the film with tie-in merch, then how the heck do they expect anyone else to give a damn?
And this extends to other sectors which fell short. In the US, Krispy Kreme had a selection of Masters of the Universe doughnuts available to promote the movie, but once again there was nothing over here in the UK.
There was a retro computer game due to be released ahead of the movie’s big screen debut, but it was pushed back and as of writing hasn’t materialised. The official soundtrack was also nowhere to be seen on CD or vinyl, although it could be streamed on Spotify etc a few weeks after the release of the movie.
I understand the younger generation listen to music on Spotify and have zero use for a CD, but this is Masters of the Universe we are talking about. The main target demographic are people who grew up on CDs and vinyl records, so would have been interested in picking up a copy or even listening to the music before the film debuted.
I had such a great time with Masters of the Universe I was primed and ready to buy a popcorn bucket, a drinks cup, a selection of doughnuts, the CD soundtrack, and a copy of the game. And sadly, I couldn’t buy any of these things.
There was money to be had but no one wanted to take it. But more importantly, there were partners out there who could have made this movie feel like more of an event, and yet their approach was half-arsed.
Director Travis Knight did a great job with Masters of the Universe, as did the cast, and I expect the movie will have a second life on streaming, as well as on DVD, Blu-ray, and digital, but that doesn’t help the big screen experience. It could have been better supported and it wasn’t.
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Summer buzz
OK, onto something far more positive, and whether you’ve been to the cinema this summer or not, there is always a fantastic buzz about the summer blockbuster season. Seeing the popcorn buckets lined-up on the concessions stand, or the oversized posters spread out all over the walls advertising all the major releases, is something exciting to see.
Going into the season back in May, I knew there was going to be four months of top titles on the horizon and now we are two-and-a-bit months in, it has been an enjoyable ride so far. The summer blockbuster season is very much a marathon, rather than a sprint, and there is still a way to go before I reach the finish line, but I am here for it all.
It is one of my favourite times of the year. As a film fan, there’s nothing quite like having a stream of A-list movies and tentpole releases available on a weekly basis.
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Let’s hear it for the little guys
One of the most notable things of this summer season is that it’s not just the tentpole movies which are worth keeping an eye out for. Two of the big success stories of the summer have been Obsession and Backrooms – two small budget horror movies.
These two films have demonstrated that movies with little budgets but solid ideas can win over audiences. They also highlight a potential shift in behaviour of audiences, who are happy to show up for fresh ideas, as well as pictures which benefit from strong word of mouth online.
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The best of the summer
And finally, let me highlight some of the movies which I believe have been the best of the season so far. Films which are worth your time and worth a trip to the flicks.
And they start with Tuner, and Masters of the Universe, which both received five-star ratings from me. Tuner has now left cinemas, and Masters of the Universe has all-but left screens, but they are my top picks from the movies that have seen the light of day so far.
Meanwhile, four-star ratings have gone to The Sheep Detectives, Obsession, Finding Emily, The Devil Wears Prada 2, The Christophers, Backrooms, Disclosure Day, Toy Story 5, Jackass: Best and Last, and Minions & Monsters. These films have been a lot of fun, and have really brought the entertainment factor.
Many of the aforementioned movies are playing now, so take this as a sign to check them out if you are in the mood for some big screen escapism. And don’t forget, the summer blockbuster season continues throughout July and into August, so there are still lots of films to enjoy.
Alex
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Thank you for stopping by It’s A Stampede! to read this Newsletter. For more posts be sure to check out the recommended reads below.
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