The action comedy, Knight and Day starring Tom Cruise and Cameron Diaz will now open two days earlier than initially scheduled. The reason: To generate more revenue. Blockbuster movies usually open over the weekend, a time when people are available to see movies. But 20th Century Fox is trying out a different strategy with Knight and Day. By releasing the movie on June 23, instead of June 25, Fox hopes to get a little buzz going before the weekend, which should lead to more sales.
The timing of Knight should also give it a few days of play before some other movies hit the multiplexes. On June 30, The Twilight Saga: Eclipse and two days later, The Last Airbender will also open.
Introduction to Preferred Shares
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