Counterprogramming (film distribution)

In film distribution, counterprogramming is a studio's marketing strategy to distribute a film that appeals to audience demographics not targeted by another film or a non-film event. [Counterprogramming is] a strategy that may drift off of increased in-theater foot traffic, target a different demographic than is drawn to a new blockbuster picture, or simply address the too much product, too few weekends challenge In 2003, a number of successes by specialty films during the summer season traditionally dominated by more commercial films inspired studios to release more specialty films in the summer as counterprogramming, rather than releasing them in the following autumn season.

Source: Wikipedia — Counterprogramming (film distribution) (CC BY-SA 4.0)