Weinstein Co. to Broaden Release of SILVER LININGS PLAYBOOK
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Deadline reports that The Weinstein Company will expand the release of David O Russell's Silver Linings Playbook to between 2500 and 3000 screens in order to broaden awareness of the film during the current award's season.
Said Harvey Weinstein, "This is a very unusual distribution pattern for us, but Bradley Cooper, Jennifer Lawrence, Bob De Niro and Jacki Weaver were all off making movies and not available to us. Bradley finished The Hangover III Friday night, Jennifer is back from The Hunger Games: Catching Fire, Bob is back from Last Vegas and Jacki is back from making her film in Australia. There is no point in going wide until you have your guys available. But if you have good word of mouth, we think you can wait, and navigate through the system as these other films get played out."
The executive revealed expectations that the film's box office receipts would continue to increase through March. "We'll get to $40 million before we widen, and if we've gotten that far on 745 screens, I do think we can get to $100 million," he said.
The film initially hit theaters on November 21st. Starring Bradley Cooper, Jennifer Lawrence, Julia Stiles and Robert DeNiro, the drama received awards at both the Toronto and Hamptons film festivals. In the film, after spending four years in a mental institution, a former teacher moves back in with his mother and tries to reconcile with his ex-wife.