Variety reports that The Weinstein Co. has moved up the release of The Nanny Diaries to August 24 from September 7, 2007. This is the third time the film has changed dates, but “There is nothing rotten in the state of Denmark,” Harvey Weinstein said. “We really believe in the movie and people like it.”
The company thinks it’s a good move, pointing to data that shows total grosses for the week before Labor Day running 31% higher than those during the week after Labor Day. “It’s clearly better playtime,” said The Weinstein Co. distrib chief Steve Bunnell. “If we had a movie in June or July and moved it back to August, then that could be a dumping ground, but this isn’t that situation at all.”
The Nanny Diaries will screen August 31 in a gala at the Venice Film Festival. Early indications are that the movie may not be best-picture bait but could have potential for various comedy honors such as the Golden Globes’ musical/comedy nod.