‘Jurassic’ Augurs Rosy Future for MCA

For MCA Inc., the entertainment giant saddled with one of Hollywood’s most nondescript names, now may be the perfect time to choose another . . . such as “Dinosaurs R Us.”

The prehistoric beasts are becoming as dear to MCA’s corporate culture as the little mouse is to Disney’s, thanks to the gushing success of “Jurassic Park.” Some analysts predict that “Jurassic” will surpass “E.T.” as the all-time domestic box office champ, based on current ticket prices.

That has perceptibly lifted spirits at MCA’s black tower, following a dry spell at theaters and an awkward “getting-to-know-you period” with Matsushita Electric Industrial Co., its corporate parent. And the good news for MCA is that there are more dinosaurs to come.

Its Universal Pictures division will release an animated dinosaur feature from “Jurassic” director Steven Spielberg’s company this Thanksgiving. The fortuitous name of the post-”Jurassic” cartoon: “We’re Back.” Then next summer comes “The Flintstones,” a live-action version of “the modern Stone Age family” tale that boasts a well-known dinosaur named Dino.

“The only one that leaves out is a purple and green dinosaur named Barney, and we’d like to have that one too,” said MCA President Sidney J. Sheinberg, the architect of the “Jurassic” blitz.

Sheinberg’s enthusiasm is understandable. “Jurassic” is one of those rare, high-profile Hollywood films that’s exceeded inflated box office expectations. In 18 days, it grossed more than all of Universal’s other 1993 releases combined, accounting for $171 million of the company’s $285 million take as of June 27, according to Entertainment Data Inc.

“Jurassic” took in another estimated $26 million over the extended Fourth of July weekend, bringing its total box office revenue to $212.7 million, Universal reports.

Sheinberg, who has had a paternal relationship with Spielberg since “Jaws,” staked his reputation on the success of the expensive film, openly conceding in pre-release interviews that he’d look “pretty stupid” if “Jurassic” failed.

Now that Sheinberg’s judgment has been vindicated--to the relief of the corporate crowd at Matsushita’s Osaka headquarters--the question is how far it can go. A Paul Kagan study cited in the Hollywood Reporter estimates that “Jurassic” will do $640 million in worldwide business, for a gross profit of $339 million. Kagan’s findings are based on a $60-million production cost and $153 million in marketing and other expenses.

Sheinberg won’t comment on the figures, but says early surveys indicate the “Jurassic” phenomenon will carry over to foreign countries, where overall business can equal or surpass domestic. In Japan alone, MCA’s tracking suggests that the film may take in more than $90 million at the box office.

“The element of special effects has always been intriguing to the Japanese,” Sheinberg said. “They also have an affection for large creature movies.”

“Jurassic” has already been heavily promoted in Japan by Matsushita, which manufactures several electronic product brands, including Panasonic. Sheinberg says the film represents a case study in cooperation among departments at the mega-conglomerate, extending to merchandising, games and theme parks. Analysts have predicted that “Jurassic” product sales could top $1 billion in retail.

Most of that involves licensing deals, but MCA has also kept a lot in house. Its G P Putnam publishing division has four “Jurassic” books on the children’s bestseller list. Its Winterland Productions has the merchandising on “Jurassic” T-shirts and other items. And MCA Records produced the “Jurassic Park” soundtrack, which is rising fast on the Billboard Top 200 chart, having jumped to 38 from 73 in one week.

MCA will mount a giant sell-through campaign for the “Jurassic” video next year. Then, by 1995, a “Jurassic” ride will open at one or both of the Universal Studios theme parks.

Moreover, Sheinberg and Universal Pictures Chairman Tom Pollock say “Jurassic” has done wonders for morale at MCA’s Universal City headquarters.

“The excitement of it all is part of what energizes a company,” Sheinberg said. “I know it’s energized me a bit. And it’s all the more thrilling because it’s with Steven.”

Pollock, however, said “Jurassic” will not lead to an upswing in production spending or any other big changes in the way the studio does business, as some have assumed. “Jurassic” just confirms, he added, that audiences respond if everyone does their jobs well.

“I don’t think this movie is different from anything else we’ve done, except that it really worked,” Pollock said.

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Say Howdy to Success: Another group with reason to celebrate is the Country Music Assn., whose directors will hold their quarterly meeting in Santa Monica next week. The group just signed a six-year contract with CBS to broadcast its annual awards show, which will grow from two to three hours.

In another TV matter, Country Music Television estimates that subscribers will jump from 19 million to 30 million by the end of 1993. It also expects to see a 200% to 300% increase in advanced advertising purchases next season.

T. Rex & Co.: Biggest Things at Box Office

“Jurassic Park,” which crossed the $200-million mark over the Fourth of July weekend, has taken in more than all of Universal Pictures’ other 1993 releases combined. Box office grosses as of June 27, in millions of dollars:

Universal’ 1993 Films B.O. Gross Spilitting Heirs $3.2 Matinee 9.5 Mad Dog and Glory 11.0 Army of Darkness 11.4 CB4 17.7 Cop and a Half 29.5 Dragon 32.2 Total 114.5 Jurassic Park 171.0

Source: Entertainment Data Inc.