For decades, January has carried the reputation of being Hollywood’s “dump month”—a time when studios release films they have little faith in. Coming right after the lucrative holiday season and before the spring blockbusters or awards season, January was often seen as a cinematic wasteland filled with lackluster horror movies, bland action flicks, and critically panned comedies.

But is this reputation still fair in the 2020s? Has January finally shaken its status as the month where bad movies go to die, or are we still sifting through the rubble of forgettable releases? Let’s dig deeper, using examples from recent years to see how January has evolved.

Why January Was Always the “Dump Month”

The logic behind the dump month is simple: after the crowded holiday season, audiences are tapped out. Most families have already spent their holiday dollars on big December releases like Avatar: The Way of Water (2022) or Spider-Man: No Way Home (2021), leaving January as a time when people are less likely to flock to theaters.

Studios, aware of this, traditionally saved their prestige films for December to qualify for awards or held them until spring when the box office picks up again. That left January as a landing pad for films that either didn’t test well or didn’t fit into the studio’s competitive calendar.

The Old Patterns Persist in the 2020s

Even in the 2020s, January continues to host some questionable releases, particularly in the horror and action genres.

Examples:

• The Grudge (2020), a reboot of the early-2000s horror series, landed with a thud in January, scoring a dismal 20% on Rotten Tomatoes and underwhelming at the box office.

• Fantasy Island (2020), released in February but initially slated for January, was another poorly reviewed horror film that struggled to resonate with audiences despite a promising concept.

• Dolittle (2020), starring Robert Downey Jr., was another January release that became infamous for its behind-the-scenes production woes and a critical thrashing.

These films reinforce the stereotype that January remains a convenient spot for underperforming or poorly reviewed projects.

The Bright Spots in January

That said, the 2020s have also seen a shift in how studios treat January. With evolving box-office trends, streaming competition, and a hunger for content year-round, January is no longer exclusively reserved for duds. Some films released in January have even achieved critical and commercial success.

Examples of Standouts:

• Bad Boys for Life (2020): Released in January, this buddy-cop sequel became a surprise box-office hit, grossing over $426 million globally. It was a rare example of a January release that captured audiences and delivered solid entertainment.

• M3GAN (2023): The viral marketing campaign for this campy horror-comedy made it an unexpected January smash, grossing $181 million worldwide on a modest budget and earning positive reviews.

• Scream (2022): The revival of this beloved slasher franchise debuted in January and thrilled fans and critics alike, earning over $137 million at the box office. Its success proved that audiences were willing to show up for legacy franchises, even during a slower movie month.

These films show that January can work as a strategic release window, particularly for genre movies that don’t face stiff competition.

The Role of Streaming in January’s Evolution

One major factor reshaping January is the rise of streaming. Platforms like Netflix, Hulu, and Prime Video have turned January into an opportunity to release content that caters to viewers recovering from the holiday rush.

Examples of Streaming Success:

• The Pale Blue Eye (2023): Netflix’s gothic mystery starring Christian Bale premiered in early January and earned praise for its atmosphere and performances.

• Pieces of a Woman (2021): Released on Netflix in January, this harrowing drama starring Vanessa Kirby became an awards-season contender, demonstrating that January doesn’t have to be a dead zone for prestige cinema.

Streaming platforms have broadened the scope of January releases, offering a mix of high-quality films and smaller projects that might have been buried in traditional theatrical runs.

What Makes a January Success?

If there’s one thing the 2020s have taught us, it’s that January isn’t a dumping ground if studios play their cards right. Films that thrive in January often fall into one of three categories:

1. Nostalgia-Driven Hits: Movies like Scream (2022) capitalize on beloved franchises to draw in audiences who might otherwise skip the theaters.

2. Horror Films with a Twist: As seen with Megan (2023), horror movies with clever marketing and fresh concepts can dominate in a month with little competition.

3. Streaming-Driven Prestige Projects: Films like Pieces of a Woman or The Pale Blue Eye show that January can be a prime slot for awards-friendly fare on streaming platforms.

Final Verdict: Is January Still a Dump Month?

The answer is... sort of. While January still sees its fair share of subpar releases, the rise of streaming and strategic scheduling has started to shift its reputation. The 2020s have shown that January can be a lucrative month for the right projects—particularly those that cater to niche audiences or fill the post-holiday entertainment void.

So, while January may never rival summer or December in terms of box-office glory, it’s no longer the wasteland it once was. With creative marketing, clever scheduling, and the ever-growing influence of streaming, January might just surprise us yet.