In North America, the holiday movie season often includes release of studios' most prestigious pictures, in an effort both to capture holiday crowds and to position themselves for Oscar consideration. Next to summer, this is the second-most lucrative season for the industry. In fact, a few films each year open on the actual Christmas Day holiday. Christmas movies generally open no later than Thanksgiving, as their themes are not so popular once the season is over. Likewise, the home video release of these films is typically delayed until the beginning of the next year's Christmas season.