This summer marks the 50th anniversary of "Jaws," the original summer blockbuster that forever changed Hollywood. Steven Spielberg's thriller about a killer shark not only redefined how movies were marketed and released, but also sparked a cultural phenomenon that rippled through the 1970s and beyond. To celebrate its legacy, "Jaws" will return to theaters on Friday.
To help us look back on the film's impact—from its role in shaping the summer movie season to its influence on popular culture—we turned to Dr. David Arditi, professor of sociology at The University of Texas at Arlington. A scholar of popular culture and media, Arditi offers insight into how "Jaws" became a cultural touchstone and why it continues to resonate five decades later.
In what ways did the film revolutionize the film industry and reshape how studios approach production?
Arditi: "Jaws" was one of the first movies to utilize intellectual property beyond the film itself. The film was based on a book written by Peter Benchley. Steven Spielberg purchased the rights to the film before the book was published. This created extra interest in the book from people who saw the film. At the release of the film, producers sold "Jaws" merchandise and even sold "Jaws" ice cream at beaches to help market the film. The film then had three sequels around the killer shark. This is a model originated by Disney but came into its own for box office blockbusters—a strategy repeated for "Star Wars," "Indiana Jones," "Batman," the Marvel Cinema Universe, "Avatar" and countless others.
Before "Jaws," the summer was not considered prime season for major movie releases. How did Universal Studios turn it into the first true summertime blockbuster and set a lasting precedent in the film industry?
Prior to "Jaws," summertime was a sleepy time at movie theaters. People didn't want to sit in previously un-air-conditioned movie theaters to watch a film. Besides, many consumers were busy at the beach or working. "Jaws" used the summertime and the beach to interest viewers in the film. Spielberg's team marketed the film at the beach to make the film feel more real. After the film's success, film studios decided to use the sleepiness of the summer to get people in theaters.
"Jaws" broke box office records in 1975 and continues to generate revenue five decades later. What factors have allowed the film to remain commercially successful across generations?
The film's groundbreaking production made it a huge success, but it was that original success that made the film continue in the cultural cannon. People hear about "Jaws," so they want to watch it to participate in the cultural process. While films have become much more realistic, the fear factor of something lurking below the surface of the ocean remains a hook for the film. Cable television and streaming services make watching the film easily accessible for everyone.
"Jaws" was the second film Steven Spielberg and composer John Williams worked on —a partnership that has endured for more than 50 years. How did this collaboration influence popular culture and the role of film scores in storytelling?
I think the "duh-duh" theme for "Jaws" is the most recognizable two notes in history. John Williams' compositions have a way of evoking the emotions of films. While "Star Wars" and "Indiana Jones" may have stronger ear worm melodies, "Jaws" set the bar for film scores.
Even today, "Jaws" is still widely quoted and referenced. What does its staying power reveal about its impact on popular culture?
Culture is the process through which people make symbolic meaning out of everyday things. When a film becomes part of the cannon, everyone wants to see the film to be part of the moment. If someone doesn't watch the film, they miss out on the context of everyone else. Take "Napoleon Dynamite" for instance; my friends saw that movie a month before me. They endlessly quoted it to the point where I had to watch it. "Jaws" was no different. People wanted to see what everyone was talking about. And "Jaws "changed how people felt about swimming in the water. American culture became shark-obsessed.
"Jaws" is often credited with turning moviegoing into a cultural ritual. Is that accurate, and does theatergoing still hold that significance given the rise of streaming and the drop in attendance during the COVID-19 pandemic?
People want to see films on the big screen. There is no better way to experience a blockbuster than in the theaters. COVID-19 decreased theater attendance, but it is back! This is one reason why theaters are rereleasing "Jaws" this summer.
