The Weinstein Co. has moved up the release of “The Nanny Diaries” to Aug. 24 from Sept. 7.
A major factor in the move was a series of date changes by Lionsgate, which moved “3:10 to Yuma” to Sept. 7 and then shifted “Good Luck Chuck” off of Aug. 24 (to Sept. 21) and installed Jet Li-Jason Statham actioner “War” on Aug. 24.
Late August isn’t considered a hotbed of potent releases, but in recent years it has yielded pics that have worked well, including “The Constant Gardener” and “Hero.”
This is the third time the Scarlett Johansson starrer has changed dates, but “There is nothing rotten in the state of Denmark,” TWC co-chairman Harvey Weinstein said. “We really believe in the movie and people like it.”
The company thinks it’s a good move, pointing to data that shows total grosses for the week before Labor Day running 31% higher than those during the week after Labor Day.
“Nanny Diaries,” a comedy based on the bestselling book that pairs Johansson with Laura Linney, will screen Aug. 31 in a gala at the Venice Film Festival. Early indications are that the movie may not be best-picture bait but could have potential for various comedy honors such as the Golden Globes’ musical/comedy nod.
MGM is distributing the pic.
Also set for Aug. 24 are wide releases “Last Legion,” an action movie also from MGM, Universal gangster pic “Illegal Tender” and “Mr. Bean’s Holiday.”