BREAKING: Solstice Studios wants to be the first to test the movie theater marketplace, setting a July 1 release date for the Russell Crowe psychological thriller Unhinged. The indie production/dis…
: Solstice Studios wants to be the first to test the movie theater marketplace, setting a July 1 release date for theThe indie production/distribution company has moved the film from its September 4 release date right into the July 4 weekend, a moment where they expect theaters to be open and full of repertory programming.
“We thought maybe 40% would say they were eager to return to the theaters, but we were surprised to see the number at 80%,” he said. “We became convinced that enough theaters will have been open for a couple of weeks, playing repertory and not new films. This is a relatively modest budget movie at a $33 million budget, and so if we earn $30 million at the box office, we will be fine. If you made a $200 million movie, that would not be acceptable. The bar for success is modest.
“We might not be able to do it with 2000 screens, but maybe we need 8000 screens,” Gill said. “There are 40,000 screens available. As the only new movie in the marketplace at that moment, we expect to be able to have the screens we need.” “They said they’ve survived floods, hurricanes, riots and shootings, things they had to adapt to in the moment,” he said. “They all say, we’ve had time to prepare and we’re going to do this right. They understand there’s no getting this three-quarters right. It has to be 100% safe, and their levels of preparation gave us the confidence we needed to do this.”
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