Getting out two days early in front of a packed weekend
Warner Bros. has moved up the release date for its ensemble flick "The Sisterhood of the Traveling Pants 2" two days, to Aug. 6.
Going out on a Wednesday will help "Pants" get out in front of a busy late-summer weekend. And more importantly, it will provide additional time for positive word of mouth to circulate on a pic that's been playing well in pre-release screenings, Warners distribution president Dan Fellman said.
"It gives us a couple days of extra summer play time," Fellman said. "So it just looked like a smart thing to do."
Two rival wide releases are set unspool Aug. 8 -- Sony's Seth Rogen starrer "Pineapple Express" and Lionsgate's Little League drama "The Perfect Game." Disney tried a similar Wednesday release with its "Princess Diaries 2: Royal Engagement," which unspooled Aug. 11 and rung up an extra $8 million ahead of the following weekend.
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