It took a lot of hard work to make David O. Russell’s “Silver Linings Playbook” as good as it is. Sometimes when a film company goes through the labor pains of giving birth to something–especially a much-previewed comedy, which was editing so close to the wire before its Toronto premiere that it didn’t make Telluride–they don’t necessarily see what they have. (The film did win the People’s Choice there.) Thus Harvey Weinstein is moving up the release of the much-buzzed about comedy by one week, opening on November 16 in ten key cities such as NY and LA, to generate some box office momentum before the final awards push in December and January.
Basically the company knows that there’s such good word of mouth generated by anyone seeing this film that it will only boost their returns during the holiday frame.
“We are thrilled with the fantastic reception the film has received thus far,” said TWC distribution chief Erik Lomis. “Looking at the marketplace we thought we would take advantage of the great word of mouth and have some exclusive runs in advance of our wide release.”