Lionsgate is employing some strategy by allowing an early departure of their upcoming Western, 3:10 to Yuma. Originally scheduled for release on October 5th, the film will now arrive in theaters on September 7th.
Pushed Release: 3:10 to Yuma
When it comes to Hollywood, most things come in twos. With The Assassination of Jesse James by the Coward Robert Ford due out (for a limited run) on September 21st, Lionsgate figured they'd be first to draw their guns. 3:10 to Yuma will be the first Western to hit theaters with a release on September 7th.
"We certainly wanted to be the first Western in the marketplace," said Lionsgate prexy of theatrical films Tom Ortenberg. "More importantly, in what is shaping up to be a very impressive and crowded field of upscale commercial motion pictures this fall, we wanted to be one of the first ones out, so that everything else will be measured against us."
Though the move will push Lionsgate from direct competition in the same genre, 3:10 to Yuma will still have to face The Kingdom, In the Valley of Elah, Into the Wild and Eastern Promises; all of which are awards hopefuls.
Lionsgate's move to push 3:10 forward is becoming a common trend in Hollywood. Ever since the Academy Awards were pushed forward in 2004, less and less Oscar nominees are being shown in later months.
Lionsgate employed the same tactic on Crash in May 2004, a film that used its DVD release to ensure the most viewers and an Oscar.