In the promotions we’ve seen for the Coen brothers-directed True Grit it has indicated a Christmas Day release. But now the date has been changed. Paramount Pictures must be so confidant about this retelling of the John Wayne western that it has now dated the wide release for December 22.
So why would the studio push up the release? With its original Christmas release, it would have been the only new film opening that day. But Christmas releases don’t always spell success. By pushing it up to a Wednesday release, True Grit will open alongside Little Fockers and Gulliver’s Travels, two films that are likely to attract families this holiday season. The Coens film is a diversion for mostly adults. So while a neighbor may be taking his kids to see Jack Black tied up by the Lilliputians, another one will be watching Oscar winner Jeff Bridges as Rooster Cogburn. Later they may discuss the latest in movies and books to which the neighbor who saw True Grit may embellish on how great it was in a you-must-see-this-film way.
This is Paramount’s intent. The studio wants people to see it and build buzz by telling others, hoping they will in turn giddyap to see it. The extra three days is just a way to make the word-of-mouth advertising last a little longer.
Though, with this second trailer to True Grit, I’m thinking it would have faired okay with its original Christmas opening.
