While most studios are moving their films back several months, independent movie company Solstice Studios is moving their first release up by a few months.
The studio has decided to release the Russell Crowe thriller ‘Unhinged‘ on July 1. That’s two weeks before Christopher Nolan’s ‘Tenet‘ film is set to hit theaters.
It’s a bold, albeit risky bet by Solstice, given that the coronavirus has led to widespread theater closures. Some states are beginning to lift restrictions and allow more businesses to open, and theaters are starting to welcome customers in places like Texas, but it’s still unclear if major markets such as Los Angeles and New York City will be back in business by July.
They are clearly hoping to take advantage of the open schedule. If theaters are open July 1, it’s likely this Unhinged film will be the only new release, which will result in success at the box office.
But if the majority of theaters aren’t open by July 1, the studio is going to look very silly.
CEO of the studio, Mark Gill, said the decision to move up the date came after a lengthy discussion with the National Association of Theatre Owners.
Solstice also commissioned a poll of 1,000 that showed more than 80 percent of Americans want to go to the movies in July.
There is also the fact that the original release date (September 4) is now packed with new releases, like, A Quiet Place Part II.
So yeah, they don’t want competition. It’s a risky move, but it might just work.
Check out the trailer for Unhinged below…