Ever hopeful, Universal returns ‘Cinderella Man’ to theatres
Universal Pictures is taking another stab at promoting its film Cinderella Man in theatres.
The film was a disappointment at the box office when it was released in June. A money-back promotion failed to attract audiences. Now after showcasing the film abroad, the studio is taking the unusual action of re-releasing Cinderella Man in North America, hoping to grab some attention as Hollywood prepares for its awards season.
The movie will re-open in New York, Los Angeles and Toronto on Nov. 18, less than three weeks before its scheduled to be released on DVD, and during the period when films are considered for awards such as the Oscars and the Golden Globes.
The Ron Howard film, about the dramatic comeback of a down-on-his-luck boxer, is based on the life of U.S. boxer Jim Braddock. It was first released in early June, in what some called a “counter-programming” move during the summer blockbuster season.
Though many deemed the film another typically sentimental film from Howard, some critics praised the performances of Russell Crowe, who played Braddock, and Paul Giamatti, who portrayed fight manager Joe Gould.
The film did poorly at North American box offices and, less than a month after it opened, theatre chain AMC introduced a U.S.-only promotional campaign hoping to boost interest. In newspaper ads and on its website, AMC offered viewers a full refund of the price of their movie tickets if they watched and disliked the film.
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