Paramount Pictures has pushed up the wide release of The Coen brothers-directed True Grit to December 22. It had been scheduled to open on Christmas. What difference does three days make? Well, it can help build audience awareness going into the holidays. Christmas Eve is normally a down day at the box office, and distributors often shy away because it doesn’t reflect well in the box office tally. But after Paramount brass was shown the finished film by the Coens, the decision was made to giddyap and get the Western out in front of the holiday. So instead of opening on Christmas Day–which falls on a Saturday–Paramount gave itself the equivalent of having two days of sneaks to build buzz among the adult audience the film is shooting for. Here is a trailer for the film:
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