David O. Russell’s Silver Linings Playbook has decided to forgo a Nov. 21 wide release in favor of a slower rollout.
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The Weinstein Co. film — starring Bradley Cooper and Jennifer Lawrence and drawing glowing reviews — was originally scheduled to open nationwide on that date in 1,500 to 2,000 theaters after playing exclusively in 10 to 15 theaters over the Nov. 16-18 weekend.
Now, Silver Linings Playbook will be playing in roughly 400 theaters as of Nov. 21 and will expand from there over the first few weeks of December as awards season heats up.
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Harvey Weinstein helped write the book on platform releases, which allow a company to build word of mouth.
Insiders say The Weinstein Co. reached its decision after strong reviews continued to pour in.
