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Apocalypse Again: 'This is The End' Returns to Theaters in September
by Ethan Anderton
August 30, 2013
Briefly: Sony Pictures lied to us! This summer, the studio released This is The End, the apocalyptic comedy starring Seth Rogen, Jay Baruchel, Jonah Hill, James Franco, Craig Robinson, Danny McBride and more of their friends as exaggerated versions of themselves during the rapture in Hollywood. However, it seems that wasn't the end after all. Sony has just announced that they will be bringing the film back to theaters on September 6th, just under one month before the film hits Blu-Ray and DVD on October 1st. The film has pulled in $96 million so far, and considering what we just learned how World War Z hitting $200 million at the box office could benefit Paramount, maybe the same reasoning is behind this.
3 Comments
2
This seems to be a growing trend, to "re-release" a film in theaters months after it's had it's initial run...or to put it more accurately, it's making a film "go wide" again after dwindling to a handful of theaters. Avatar did it with it's special edition. I remember Transformers did it with an IMAX run, The Avengers did it for Labor Day weekend. Here is a thought: The big studios should just produce a few less films and focus on each one having as long of a run as possible in theaters, so that this whole "re-release it months later to make a few extra million" thing wouldn't be necessary.
Chris Groves on Aug 30, 2013
3
So they just want to push it over $100 million to get more money from cable sales, etc.
cobrazombie on Sep 1, 2013
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