August often gets a bad rap. No one likes it when the fun ends, when you have to pick up the beach towels and umbrellas, shake the sand from your sandals and head on home. And so we get August's bad reputation. There are the dog days of August, as if you have to be a mutt to howl at the fair sands of August's beaches.
August is thought to be a bad time to release movies, it's where studios dump their "dogs", the movies with poor chances and too much in the way of a budget, that they hope to recoup from moviegoers seeking an air conditioned refuge and left with few options. How can summertime be a bad time to release a movie? Don't ask reasonable questions like that. When someone gets a bad rep, even if that someone is one of the twelve months of the year, the bad rep sticks and becomes a self-fulfilling prophecy. And so studios dump the movies they expect to fail into August, and to no one's surprise they do fail.
And the same goes for us too. We expect August to be a hot sticky downer, to be a sopping sun-soaked well of apathy and misery, and so we get exactly what we expected right down to the sticky concrete. But the possibilities of August are out there and ours is the fault if we choose not to take advantage of them. To paraphrase a famous play that warned of the Ides of March, not August, the fault is not in the seasons dear Brutus, but in ourselves. So make the most of your August.
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