Tuner to open in limited release on Sept. 28
Universal is releasing its a cappella-group tuner “Pitch Perfect” for a limited Sept. 28 bow, a week before the film’s nationwide launch on Oct. 5.The early bow is a result of positive audience responses from an extensive screening campaign — the most aggressive in the studio’s history, according to U. The studio brought on social-media listening firm Fizziology to measure and rate online chatter, with more than 90% of the conversation on sites like Twitter and Facebook positive. Film-related topics, including the pic’s character Fat Amy (played by Rebel Wilson) and one of the its featured songs, “No Diggity,” have begun trending on Twitter. “You have to be willing to break the rules for a film that you deeply love, and supporting ‘Pitch Perfect’ in this unorthodox way is a result of our passion for the movie and confidence in its reception,” said U distribution prexy Nikki Rocco. The limited early release should appeal to the film’s core female fanbase — an underserved demo over the coming weeks. U also is hoping to encourage group sales by offering discounts on multiple-ticket purchases through online ticketing sites Fandango and Movietickets.com.
Follow @Variety on Twitter for breaking news, reviews and more