December 20, 2011

THE BIJOU: Fractured Boxoffice

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Written by: Mitch Salem
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Two of the season’s major films are launching unconventionally this evening, and it’s worth taking note.  Both Sony’s THE GIRL WITH THE DRAGON TATTOO and Paramount’s MISSION: IMPOSSIBLE – GHOST PROTOCOL will begin “sneak” screenings at around 6-7PM, before officially opening tomorrow.  For boxoffice gross purposes, it’s not clear whether the studios will report all the shows that begin 6-11:59PM as “Tuesday” numbers, with everything from midnight on as “Wednesday,” or if they’ll lump all the numbers together before theatres open on Wednesday morning.  (In the case of MI4, of course, this is on top of Paramount’s opening the film in 425 Imax and other large-format theatres last Friday–or, to be more accurate, around 7PM last Thursday night.)

This kind of opening tends to lower the “opening day” number, just as a Wednesday launch lowers “opening weekend,” because the most enthusiastic fans run to see their movies as soon as possible.  But studios do this kind of thing to build buzz for their movies and get word-of-mouth churning quickly.  In the case of Dragon, this also gives Sony Tuesday to itself in terms of reviews, since MI4 was reviewed last week and THE ADVENTURES OF TINTIN, with a conventional Wednesday opening, will get its critical response tomorrow.
Stay with SHOWBUZZDAILY throughout the holiday season for updated boxoffice and analysis!


About the Author

Mitch Salem
MITCH SALEM has worked on the business side of the entertainment industry for 20 years, as a senior business affairs executive and attorney for such companies as NBC, ABC, USA, Syfy, Bravo, and BermanBraun Productions, and before that, at the NY law firm of Weil, Gotshal & Manges. During all that, he has more or less constantly been going to the movies and watching TV, and writing about both since the 1980s. His film reviews also currently appear on and In addition, he is co-writer of an episode of the television series "Felicity."