In an unusual move, 20th Century Fox is pushing back the official opening of the romantic action-comedy “This Means War” from Tuesday to Feb. 17. The move might be designed to let the studio avoid reporting what probably would have been weak box-office receipts on Valentine’s Day.
However, the movie will still get a “sneak preview,” playing once Tuesday evening at 2,000 to 2,500 locations nationwide.
“This Means War” will then disappear from theaters for two days and officially open on Friday.
Pre-release surveys indicate that audiences are less interested in “This Means War,” which stars Reese Witherspoon, Chris Pine and Tom Hardy, than other movies opening in the next week.
In particular, the romantic drama “The Vow,” starring Rachel McAdams and Channing Tatum, is proving popular with women, who also are a target audience for “This Means War.”
Research shows that women often dictate moviegoing choices on Valentine’s Day.
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