By Ryan Parsons | Image property of Columbia Pictures, Variety
If Columbia Pictures wanted to build up the most hype around 2012, they should release it near the close of 2011. By that time just about everybody would have heard about the possible Doomsday on December 21, 2012, thanks to some Mayan calendar.
Wait - Is Columbia Pictures onto this marketing scheme? Not really, but they are pushing the film's release back from summer to winter.
Release Pushed for 2012
Not having a James Bond film to fill the second weekend of November, Sony has decided to fill that void with 2012. Originally set for a summer release on July 10th, the film will now bring apocalypse to theaters on November 13th.
While the first assumption is that 2012 would not have been ready by mid-summer, Sony assures us that the film will be in the can by then. Instead, the biggest reason for the move was that Sony already has plenty of tentpoles enjoying the summer season. No point overcrowding it.
Now all Sony has to worry about is the November competition. It may not be summer, but the rivals are there. By moving to November, 2012 will now hove to take on Sherlock Holmes, starring Robert Downey Jr., Tooth Fairy, Planet 51 and New Moon.