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Sunday
Jan182009

'Ugly Truth' Prettied Up for Summer Release

I think we'll see the word "advantageous" in a lot of studio press releases this year, as in, "We believe pushing back the release date is advantageous," or words to that effect.

Another movie is on the move, this time from Sony. According to Cinematical, the romantic comedy The Ugly Truth has hitchhiked from April 3rd to July 24th, a slot that has been...uh...advantageous for R-rated comedies in the past, like Wedding Crashers, for example.

Nobody's saying it looks that good or that profitable, but there is no denying that Katherine Heigl certainly has some potential at the box office, based on the tamer 27 Dresses, and Gerard Butler would probably command more fans in an R-rated comedy than a PG-13 version.

The move makes a certain amount of sense when you look at the landscape. July doesn't have another movie like this, and even the offerings for couples is a little thin. There are plenty of family films in July, and a couple big ticket draws for adults, but after The Proposal in June, there wasn't another romantic comedy the rest of the summer.

The move leaves April 3rd to Fast and Furious, the only wide release still listed that weekend. I'm sure something will be dropped in as competition, maybe Observe and Report, the Seth Rogen comedy now set to open the next week against Hannah Montana and Dragonball.

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