The action comedy, Knight and Day
starring Tom Cruise and Cameron Diaz will now open two days earlier than initially scheduled. The reason: To generate more revenue. Blockbuster movies usually open over the weekend, a time when people are available to see movies. But 20th Century Fox is trying out a different strategy with Knight and Day
. By releasing the movie on June 23, instead of June 25, Fox hopes to get a little buzz going before the weekend, which should lead to more sales.
The timing of Knight
should also give it a few days of play before some other movies hit the multiplexes. On June 30, The Twilight Saga: Eclipse
and two days later, The Last Airbender
will also open.