Maybe I missed something, but since when did releasing films on a Wednesday become a commonplace strategy? I know, for years and years, several titles have opened mid-week, albeit typically on a handful of NY/LA screens or to capitalize on a holiday weekend.
But due to some recent moves, every Wednesday in August now has at least one wide release opening on it instead of Friday. On the 6th, we have Pineapple Express and The Sisterhood of the Traveling Pants 2; the 13th brings us Tropic Thunder; the 20th, The Rocker; and then Traitor on the 27th.
There are at least three other wide releases on the last three Fridays of the month, but I see no distinct point at which a two-day head start would make any great deal of difference (although I presume that Pineapple still wanted to have seven days on Tropic instead of five when it comes to their similar target demographic).
Was there a holiday I overlooked somewhere? Is it now cooler for kids to go to the movies on a school night once classes are back in session? Do you guys have any theories, or will you still wait for the weekend to catch any of these regardless?
1. Here in France, almost all movies are released on a Wednesday.
When a movie is released on the same week world-wide, we get it two days before US.
Posted at 12:19PM on Jul 23rd 2008 by Ronan