ByBrian Salisbury, writer at
Brian Salisbury

One of the overlooked steps in the process of a studio film's production is the strategic selection of its release date. Oh yes, there is a great deal of strategy at play. Fox has staked out claims on the calendar for some of its major tent-pole films; doing some shifting in the process to account for the competition.

Fox's remake of Poltergeist, starring and has been set for February 13th, 2015, which is a full nine months earlier than it was initially slated. Apparently, this move was designed to evacuate the studio's romance film The Longest Ride out of the slot and out of the way of Focus' Fifty Shades of Grey adaptation. Meanwhile the third installment of the new Planet of the Apes franchise, which will again be directed by , has been designated for July 29th, 2016. And finally Night at the Museum: Secret of the Tomb, yes there will be a third one, has been shifted from Christmas Day to December 19th of this year. This will put it head-to-head with the final installment of 's Hobbit trilogy.

That Night at the Museum 3 move is the baffling one. It's clear Fox does recognize the importance of not competing with box office slam dunks from other studios. After all, they sent Longest Ride speeding away from the shadow of Fifty Shades. And yet they think the third Night at the Museum movie is strong enough to stand toe-to-toe with the finale of The Hobbit trilogy? What's up with that?

What do you guys think?

Via Deadline


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