“Wednesday is the new Friday”

Because the battle for box-office supremacy is so fierce, movies are increasingly being released on Wednesday as opposed to Friday, allowing for an additional two days to count in a film’s opening “weekend.” That includes both of this week’s big openers, Pineapple Express and Sisterhood of the Traveling Pants 2.

Opening weekend box-office take is, of course, a big component in a movie’s secondary marketing campaign, the one that kicks in the Monday after it opens. It’s then that a movie will receive a renewed campaign proclaiming it the “#1 Movie in America” or the “#1 Comedy in America” or whatever the appropriate achievement is.