[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 challengeIn 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.
[4] The film grossed $20 million on its opening weekend and ranked first at the box office.
The counterprogramming approach to the Super Bowl had been employed prior to Warm Bodies; the most successful film opening on Super Bowl weekend was Hannah Montana and Miley Cyrus: Best of Both Worlds Concert in 2008 with $31.1 million.
He said, "Studios can't afford to suffer a slow start and make it up in later weeks."
The year's The Dark Knight Rises from Warner Bros. had no competition on its opening weekend since no rival studio wanted to compete with the film.