“The Green Hornet” is going 3D, but it’s also on the move: Sony Pictures is moving the Seth Rogen starrer from the prime holiday slot of Dec. 22 to the slower Martin Luther King Jr. weekend.
The Michel Gondry-helmed pic will now open Jan. 14, 2011.
The studio bristled at the notion that bad buzz surrounding the project played a role in its decision to abandon one of choicest days on the box office calendar. Instead, Sony said that once the decision was made to incorporate 3D during the production process, “Hornet” needed to find a frame with sufficient digital screens. A number of 3D pics have already staked out December slots including “Tron: Legacy” and “Yogi Bear.”
“We’ve had a lot of success with the Martin Luther King frame, including ‘Paul Blart,’?” said the studio’s marketing and distribution topper, Jeff Blake. “We couldn’t be more excited about ‘Green Hornet.’ In fact, we’re doubling down by making it 3D.”