Looking to kickstart early word-of-mouth, the Weinstein Co. plans to bow festival hit “Silver Linings Playbook” at 10 domestic markets Nov. 16, a week before the film’s nationwide release on more than 2,000 screens Wednesday, Nov. 21.
“Silver Linings Playbook,” which stars Bradley Cooper as an emotionally disturbed man who falls for an equally unstable woman (Jennifer Lawrence), won the audience award at this year’s Toronto Film Fest.
Weinstein plans to take advantage of pic’s kudos with audience buzz.
“Looking at the marketplace we thought we would take advantage of the great word of mouth and have some exclusive runs in advance of our wide release,” said Erik Lomis, TWC prexy of theatrical distribution and home entertainment.
In its exclusive run, “Playbook” goes up against fellow limited rollout, Focus Features’ “Anna Karenina.” The week-later expansion pits “Playbook” against Thanksgiving entries “Life of Pi,” “Red Dawn” and “Rise of the Guardians.”