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Thursday
10Sep2009

'Up in the Air' Moves Up to Mid-November

DateThursday, September 10, 2009 at 4:41PM
The trailer for Up in the Air is great. I'm thinking it's one of the year's best because it flows so well and isn't one of those third-party editing jobs where it follows the same structure as the trailer the theater will show right after it. There's definite thought put into it.

And so, as a result of the trailer for the Jason Reitman flick starring George Clooney, I wrote last night that it seemed unfair that we had to wait until December 4th to see it in theaters. It's a little more fair today. Paramount has pushed forward Up in the Air to November 13th, with one small little asterisk.

That date is the new "limited release" date, meaning most likely New York and Los Angeles, and possibly one or two of the other top ten markets in the country. The wide release - the chance most of us will have to see the film - is scheduled for November 25th. We thought that was a bad place to move The Road when that date shift was announced yesterday, and I think it's a bad idea for Up in the Air, as well. That gives the Thanksgiving weekend five wide releases on the heels of New Moon, which could be the biggest film of that month.

So we'll see if that move pays off. I would think moving it forward is a positive sign, especially given the amount of goodwill the film has already generated, but that is a major obstacle there on November 25th. In fact, you could argue that moving it one week either direction is the better strategy just because there's less awards-thirsty competition on those dates.

AuthorColin Boyd | | in , , | Print ArticlePrint Article | | Comment1 Comment |

Reader Comments (1)

This Just In Bigpicture has the power to change movie opening times.
Now your telling them to move it again but your unspecific, you must give a solid date, and test you power.

Friday, September 11, 2009 | Unregistered Commenterorinn

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