Shoot Em Up

This coming weekend (8/24-26) offers 5 movies, and 1 of them stands out in early industry tracking. WAR (Lionsgate), from rap video director Phillip J. Atwell (he’s worked with 50 Cent, Xzibit and Eminem), is at just 45% Total Aware, but its Awareness with Males Under 25 is 64%. The Let Li/Jason Stathan action flick has the best Definite Interest of the 5 new releases with a decent 36%. Again, Under 25 Males lead the way as 42% say that they are interested. If Lionsgate plays this right with 2,200 screens and a late TV push, $10M-$12M is likely and $15M is a possibility.
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Release Date Change: Balls of Fury

Balls of Fury

Rouge Pictures has decided to move Balls of Fury from September 14th, to August 31st 2007. The comedy was originally set to go head to head with Danny Boyle’s Sunshine and Jet Li’s War. The film will now go up against Mr. Bean’s Holiday and Rob Zombie’s Halloween. I think they may have been better off in the previous release date.

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