Ashwin Lewis
In the entertainment industry, a sleeper hit refers to a film, TV series, music release, video game, or other entertainment product that becomes an unexpected success after its release. Sleeper hits often have little to no promotion or lack a successful launch but gradually develop a fanbase and spread via word of mouth, media coverage, or internet virality. Some well-known examples of sleeper hits include the movies Forrest Gump and The Blair Witch Project, and the TV show Buffy the Vampire Slayer.
| Characteristics | Values |
|---|---|
| Type | Film, television series, music release, video game, or other entertainment product |
| Success | Unexpected |
| Timeframe | Becomes popular over time, not immediately |
| Marketing | Little to no promotion, relies on word of mouth, media coverage, or internet virality |
| Production | Low budget, lack of star performers or high production values |
| Genre | Not limited to a specific genre, but some examples include horror, romantic comedy, and supernatural |
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What You'll Learn
Sleeper hits are unexpected successes
In the entertainment industry, a sleeper hit refers to a piece of media that becomes an unexpected success. Sleeper hits are often films, television series, music releases, video games, or other entertainment products that were not expected to be successful. These works may have had little to no promotion or lacked a successful launch, but gradually gained popularity through word of mouth, media coverage, or internet virality. Sleeper hits often lack star performers or high production values but prevail due to strong narratives, novel approaches, or market accidents.
Some notable examples of sleeper hit films include "The Blair Witch Project" (1999), "Paranormal Activity" (2007), "Sleepless in Seattle" (1993), "Forrest Gump" (1994), and "My Best Friend's Wedding" (1997). "The Blair Witch Project," for instance, was mostly improvised and shot on a low budget. It debuted at the Sundance Film Festival and opened in only 27 theaters on its first weekend. Despite this, it became one of the most successful independent films of all time.
Television shows can also be sleeper hits. "Buffy the Vampire Slayer," for instance, had little expected of it due to its young showrunner and lack of big-name stars. However, it became a pop culture phenomenon, running for seven seasons and spawning a successful spinoff and comic continuations.
Even songs can be sleeper hits. Duncan Laurence's "Arcade," for example, represented the Netherlands at the 2019 Eurovision Song Contest and later went viral on TikTok in 2021.
Sleeper hits often rely on word-of-mouth marketing, which can be facilitated by strategic sneak previews or screenings in areas conducive to the target demographic. In the case of the romantic comedy "Sleepless in Seattle", screenings were held at suburban shopping malls frequented by romantic couples in their mid-20s to early 30s. This form of marketing can lead to viewers discussing the film with coworkers, creating a self-reinforcing cycle of interest and attendance.
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They gain popularity over time
In the entertainment industry, a sleeper hit is a film, television series, music release, video game, or other entertainment product that gains popularity over time. Sleeper hits are initially unsuccessful on release but eventually become surprise successes. They may have had little to no promotion or lack a successful launch but gradually develop a fan base and spread via word of mouth, media coverage, or unexpected internet virality. Sleeper hits often lack star performers or high production values but prevail due to qualities such as narrative, approach, or novelty.
Some notable examples of sleeper hits in the film industry include "Sleepless in Seattle" (1993), "Forrest Gump" (1994), "My Best Friend's Wedding" (1997), "There's Something About Mary" (1998), "The Blair Witch Project" (1999), and "The Sixth Sense" (1999). These films employed alternative marketing strategies, such as sneak previews or screenings in specific locations, to build interest and word-of-mouth marketing.
Television shows can also be sleeper hits, with "Buffy the Vampire Slayer" and "Doctor Who" as notable examples. These series may have had low expectations initially but gained popularity over time, becoming pop culture phenomena.
Sleeper hits are not limited to films and television series. In the music industry, Duncan Laurence's song "Arcade" became a sleeper hit when it went viral on TikTok two years after its initial release.
In summary, sleeper hits are characterised by their gradual gain in popularity over time, often surprising the industry and defying initial expectations. They rely on word-of-mouth marketing, strong narratives, and unique qualities to find their audience and become unexpected successes.
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They may have low budgets
A sleeper hit is a project, especially in the entertainment industry, that unexpectedly becomes a big success, often gaining cult status. One of the key characteristics of a sleeper hit is that it often has a low budget compared to other projects in its field.
When it comes to sleeper hits, one common trait they share is that they often have modest budgets relative to their eventual success. This can be attributed to various factors, such as modest expectations from studios or producers, or the project being a passion project undertaken with limited resources. Low-budget productions often have smaller marketing campaigns, which can contribute to their sleeper status as they may not generate the same level of pre-release buzz as bigger-budget competitors.
These projects often punch above their weight, delivering impressive returns on investment. Despite their limited financial backing, they manage to captivate audiences and build a dedicated fan base. This can be attributed to a variety of factors, including strong word-of-mouth, critical acclaim, or a unique and compelling story that resonates with audiences.
Sometimes, low-budget productions can be constrained by their financial limitations, but this very constraint can also foster creativity and innovative solutions. With limited funds, filmmakers, for example, may embrace practical effects, focus on character-driven narratives, or explore unique and experimental storytelling techniques. This can result in a fresh and distinctive final product that stands out in the market and captures the imagination of audiences.
Additionally, the success of these low-budget sleeper hits can often lead to increased opportunities and attention for those involved. It showcases the talent and potential of filmmakers, writers, and actors, potentially opening doors to future projects with larger budgets and greater resources. This showcases how talent and creativity can shine through, even with financial constraints, and how a sleeper hit can be a launching pad for future successes.
The term "sleeper hit" is often associated with films, but it can also apply to other forms of media, such as video games, books, or plays. In all cases, the key characteristic is the element of surprise—a project that exceeds expectations and finds success beyond what its modest beginnings might have suggested.
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They can be films, TV shows, music or games
In the entertainment industry, a sleeper hit is a film, television series, music release, video game, or other entertainment product that was initially unsuccessful but eventually became a surprise success. Sleeper hits often lack star performers or high production values but prevail due to their narrative, approach, or novelty. Here are some examples of sleeper hits across various forms of media:
Films
Several films have become sleeper hits over time, despite initial modest success or even failure. For example, "The Rocky Horror Picture Show" (1975) was considered a failure for the first six months of its release until it gained popularity through midnight screenings. "A Christmas Story" (1983) also falls into this category, as it had little promotion initially, but after Ted Turner purchased the rights and began rerunning it on his cable networks, it became an iconic Christmas classic.
Other notable film sleeper hits include "Easy Rider" (1969), which had a low budget of less than $400,000 but earned $50 million, appealing to younger audiences with its counter-culture stance. "The Blair Witch Project" (1999) is another example, which relied on word-of-mouth marketing and became a huge success, inspiring other horror films to attempt the same strategy.
More recent sleeper hits include "The Peanut Butter Falcon" (2019), which expanded to more theaters and earned significant box office success, and "Puss in Boots: The Last Wish" (2022), which grossed $12.4 million in its opening weekend and became a sleeper hit by March 2023.
Television Shows
While television shows may not always have the same level of immediate success metrics as films, they can still experience sleeper hit trajectories. For example, "Hocus Pocus" (1993) underperformed at the box office but found new life through television airings, becoming a Halloween staple.
Music
In the music industry, a sleeper hit refers to a song that gains popularity over time, sometimes even years after its initial release. Don Howard's 1952 recording of "Oh Happy Day" is an early example of a sleeper hit. Despite Howard's amateur musical skills, the song gained a massive following among teenagers in his home state of Ohio, leading to multiple cover versions and hit recordings of the same song by 1953.
More recently, the COVID-19 pandemic led to the rediscovery of older songs through platforms like TikTok, with songs like "Misty" by Lesley Gore (1963) and "Running Up That Hill" by Kate Bush (1985) gaining new life and chart success. Lizzo's music career also benefited from this phenomenon, with her songs becoming sleeper hits as diversity and inclusion in popular media became more prominent.
Video Games
Video games can also become sleeper hits when they gain unexpected popularity after initial release. "Helldivers 2" by Arrowhead Game Studios is a notable example, as it experienced server issues due to an unforeseen surge in players, becoming one of the biggest sleeper hits in gaming.
Additionally, "Pocket Monster Red and Green" (later released as "Pokémon Red and Blue" internationally) became sleeper hits in Japan through word-of-mouth popularity, eventually becoming the best-selling video games in the country with 7.8 million copies sold. "Portal" (2007), released as part of a game compilation, also became a sleeper hit phenomenon, showcasing how games can gain traction and a dedicated player base over time.
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Examples include Forrest Gump and Paranormal Activity
In the entertainment industry, a sleeper hit refers to a film, television series, music release, video game, or other entertainment product that is initially unsuccessful but eventually becomes a surprise success. Sleeper hits often lack star performers or high production values but prevail due to qualities like narrative, approach, or novelty. They benefit theatre owners as they retain a larger percentage of ticket sales.
Forrest Gump (1994) is a classic example of a sleeper hit. Despite a slow build at the box office, the film went on to become the top-grossing film in America in 1994 and won six Academy Awards, including Best Picture. The film was created for $55 million and made nearly half that during its opening weekend. However, through word of mouth and increased marketing, it spent 12 weeks in the "Top 3" spot at the box office, eventually grossing $300 million after seven months in theatres.
Paranormal Activity (2007), a supernatural horror film, is another well-known sleeper hit. The film was made on a minuscule budget of $15,000 but ended up grossing an impressive $108 million at the US box office alone. The film's success can be attributed to its gradual release in more theatres over time. The success of Paranormal Activity also led to the creation of a franchise with numerous sequels and spin-offs.
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Frequently asked questions
Sleeper hit is a term used to describe a piece of media that becomes an unexpected success after its release, often through word of mouth. Sleeper hits can be films, TV shows, music releases, video games, or other entertainment products.
Some examples of sleeper hit films include "The Blair Witch Project" (1999), "Paranormal Activity" (2007), "Sleepless in Seattle" (1993), "Forrest Gump" (1994), "The Rocky Horror Picture Show" (1975), and "Puss in Boots: The Last Wish" (2022).
Some examples of sleeper hit TV shows include "Buffy the Vampire Slayer" and "Doctor Who".
Sleeper hits often have little to no promotion or lack a successful launch. They may also lack star performers or high production values. Sleeper hits gradually develop a fanbase and spread through word of mouth, media coverage, or unexpected internet virality.
