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It's pretty common for Paramount, esp. with movies that look to have a lot of interest.
Personally, I think the movie will be better than anyone expected (and I'm assuming they must have gotten some good responses) because good reviews and WOM from those Thursday screenings will create a lot more interest.
TWITTER: Frank Marshall confirms LAST AIRBENDER is now 7/1/10 [BENDR] Jun 16, 08:22
Seems like an odd move. Will also prob hurt its adjust depending on how frontloaded it is. {nm} Jun 16, 08:34
It's pretty common for Paramount, esp. with movies that look to have a lot of interest. Jun 16, 08:42
Esp after this: "1st exhibitor screening for AIRBENDER goes extremely well..." Jun 16, 08:44
It's to recoup the business they will lose Sunday because of 4th of July. {nm} Jun 16, 08:45
The only reason they didn't move to Wednesday was Eclipse. {nm} Jun 16, 08:46
Ah makes sense. Thanks. {nm} Jun 16, 09:05