Paramount will launch a re-release of The Italian Job, starring Mark Wahlberg, Edward Norton & Charlize Theron, in 1,500-2,000 theaters on Aug. 29 to take advantage of perceived want-to-see sentiment and the improved availability of theaters as the summer season ends.
The action remake opened with $19.5 million during the May 30-June 1 weekend but then showed impressive legs on its way to a $96.2 million total.
Many exhibitors took the film out of multiplexes during midsummer because of the screen crunch created by tentpole openings. Competition won't be nearly as severe after Labor Day.
"Job" grossed $391,691 at 217 theaters last weekend and will remain in about 120 locations this weekend.
Tuesday, September 15, 2009
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