The box office battle continues between Pirates of the Caribbean: At Worlds End and Spider-Man 3 with Disney making their first strategic move weeks before their film's release. Since Spider-Man 3 did so well with midnight showings the night before its release, Disney figured they might as well open Pirates 3 on the evening of the day before its originally-planned release.
Sneaky move and game on!
Incoming! Pirates of the Caribbean: At Worlds End
This move by Disney should have a heavy impact on the box office bout between Sony and Disney. Giving the film almost an additional opening day to take advantage of, Pirates 3 should see its earnings increase by a substantial margin. Since I predicted Pirates of the Caribbean: At Worlds End would be the box office victor and would regain some titles that Spider-Man 3previously took from Dead Man's Chest, I am open to the move.
Hey, nobody likes being proven wrong.
After seeing Spider-Man 3 strike box office gold, Disney began asking exhibitors to schedule the first screenings of At Worlds End for 8PM on May 24th. The added day will give Pirates a five-day weekend to plunder thanks to the help from Memorial Day.
Though other tentpoles are likely to follow suit this summer, DreamWorks has announced that Shrek the Third will in fact keep its Friday opening on May 18th. Since the film is targeted at the younger audiences, there is no reason to push the release forward to a school day or offer a midnight showing -- though I'd probably see that.
In the end we can all celebrate knowing that we can now see Pirates of the Caribbean: At Worlds End early and won't (likely) have to stay up too late to catch it.
Pirates of the Caribbean: At Worlds End now opens to theatres on May 24th.