Paramount has moved up the release date of the Coen brothers’ True Grit remake from Christmas Day to December 22nd, after seeing a finished cut of the movie. Is this a good thing?
Short answer? Yup. According to Deadline, the decision was made to try and push the movie earlier to build audience awareness and, of course, first weekend box office results (December 25th is a Saturday this year, so opening that day only gives the movie two days, instead of the inflated five of its new date). However, it also puts Grit against two holiday blockbusters, the Jack Black-starring Gulliver’s Travels and Little Fockers, the third in the Meet The Parents series – Smart counterprogramming on Paramount’s part? Maybe it depends on how badly adult audiences need to leave the house to escape the holiday spirit by that point.