Twentieth Century Fox has bumped up action comedy “This Means War” to coincide with Valentine’s Day on Tuesday, Feb. 14.
Pic, which stars Chris Pine, Tom Hardy and Reese Witherspoon, originally was slated to bow three days later, but Fox moved the pic to benefit from the holiday’s increased couples turnout.
“Starting Valentine’s Day, we’re making ‘War,’ not love,” quipped Fox prexy of domestic distribution Bruce Snyder. “This is a picture that has it all — humor, charm, wit and action — and it plays through the roof.”
In the film, Pine and Hardy play best friend CIA operatives, who fall for the same woman (Witherspoon). “War” is directed McG, from a script by Timothy Dowling and Simon Kinberg.
The holiday can be a big moviegoing day for romantic comedies. Last year, Sony’s “Just Go With It” won Valentine’s Day B.O., while Warner Bros.’s timely release “Valentine’s Day” broke records over the holiday in 2010.
“War” recently received an R rating for “some sexual content,” though Fox plans to appeal to the Motion Picture Assn. of America’s Classification and Rating Administration board.