HOLLYWOOD — Paramount has decided to take “The Italian Job” out for another spin on Labor Day weekend.
Studio will launch a re-release of the heist caper remake at 1,500-2,000 engagements Aug. 29 to take advantage of perceived want-to-see sentiment and the improved availability of venues as the summer season wanes. The Mark Wahlberg starrer, produced by Donald De Line, opened with a middling $19.5 million during the May 30-June 1 frame but then showed impressive legs on its way to a $96.2 million cume.
Par distrib topper Wayne Lewellen noted many exhibs took “The Italian Job” out of multiplexes during midsummer because of the screen crunch created by tentpole openings. Competish won’t be nearly as severe after Labor Day.
“We feel like ‘The Italian Job’ has a lot more playability at this point,” he added.
Pic grossed $391,691 at 217 playdates last weekend and will remain in about 120 locations this weekend.
Par used a similar strategy in 1995 with “Braveheart,” which opened in May and was re-released in September.