‘Silver Linings Playbook’ Release Pattern Slowed; Oscar Fave Will Begin With Limited Showings

“Silver Linings Playbook” was set to open in over 2,000 theaters on Nov. 21, but that national rollout won’t happen as planned. As first reported by The Los Angeles Times, “Silver Linings Playbook” will now arrive in 400 theaters on Thanksgiving eve, with The Weinstein Company planning a slow unveiling throughout the rest of the year. “We felt we had the reviews and the long runway after the movie opened to let the word of mouth build,” David Glasser, TWC’s chief operating officer, told The Times. “This is right out of our playbook.”While that might sound like studio executive bluster, Glasser isn’t wrong. The Weinstein Company has perfected the platform release in recent years, especially for its Oscar contenders. In 2010, the studio opened “The King’s Speech” in just four theaters over Thanksgiving weekend, and slowly expanded that total over the next couple of months; the Best Picture winner reached a high-water mark of 2,386 theaters on Feb. 25, 2011 and earned $135 million at the North American box office.TWC turned a similar trick with “The Artist” last year. That film, which also went on to win Best Picture, opened in four theaters over Thanksgiving weekend and was being shown in 1,756 theaters by March 2, 2012.Read More…
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‘Silver Linings Playbook’ Release Pattern Slowed; Oscar Fave Will Begin With Limited Showings


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