By Tambay A. Obenson | Shadow and Act October 10, 2013 at 5:53PM
For the 3rd time in a year, Sony/Screen Gems has pushed back the release date for the Will Packer-produced thriller No Good Deed (which stars Idris Elba and Taraji P. Henson).
Initially set for an October 18, 2013 debut, in January of this year, the film's release date was moved to January 17, 2014. That was then followed by another push-back, announced in April, when its premiere date was moved from January 17, 2014 to April 25, 2014.
I learned today that the studio has, once again, moved the film's release date, pushing it back by another 5 months, to September 12, 2014.
Reasons for all this moving - specifically for the latest move? That's above my pay-grade, unfortunately, so I'm useless here!
All I can do is speculate since I don't have a direct (or even an indirect) line to Screen Gems brass.
Even though this many moves typically suggests danger to me, I will posit that, the most recent shift could be due to the other films that are now scheduled to open on the previous April, 2014 date that No Good Deed was set for - films that weren't dated at the time that the push-back from January to April, 2014 was made public - the first being Echo, a Disney/Relativity Media adventure film, starring Astro (from X Factor) and a cast of up and comers, which was original set for release on January 10, 2014, but will instead now be released on April 25, 2014.
The second is a Cameron Diaz comedy, titled The Other Woman, co-starring Leslie Mann, Nikolaj Coster-Waldau, Kate Upton and Nicki Minaj, in her feature film debut.
Both films are set to open wide that weekend - April 25, 2014 - but I wouldn't consider either of them competition for an Idris Elba/Taraji P. Henson thriller... would you? Unless Screen Gems is looking to the following weekend, when The Amazing Spider-Man 2, opens on May 2. And Tyler Perry's Single Mom's Club opens the weekend after that - two films that could very well eat into No Good Deed's box office earnings, especially over the longer term.
On its new release date, September 12, 2014, the film's only competition (right now anyway) is a comedy titled Search Party, starring T.J. Miller, and directed by Scot Armstrong. The fact that I actually had to look up T.J. Miller and Scot Armstrong (because I don't know who they are), maybe answers the question - why Screen Gems picked September 12, 2014 as the film's new release date.
Although that could certainly change... again. Studios do move already-dated films around, with the intent being to find the the best slots that will provide each film the strongest chance to succeed in the marketplace. So I woudn't pre-purchase any tickets just yet. Not that you could anyway...
But Will Packer certainly knows his audience, and how to reach them, as he's proven with past films - most recently Think Like A Man, which was immensely successful for Sony/Screen Gems, so maybe there's nothing to be concerned with here.
I just hope that this isn't another We The Peeples, which Lionsgate pushed back about the same number of times before finally settling on a date and sticking to it - something that I believe hurt the film at the box office.
No Good Deed, which stars Idris Elba and Taraji P. Henson, centers on a former District Attorney, and mother of 2 young children (Henson), kidnapped and terrorized by a handsome but mysterious stranger (Elba), who she lets into her home to wait for help, after his car runs off the road nearby.
Mexican starlet, and the reigning queen of telenovelas, Kate del Castillo and Henry Simmons, round out the film's starring cast.
Sam Miller (Luther) directed No Good Deed from a script by Aimee Lagos (96 Minutes).
It's going to be a very busy 2014 for producer Will Packer and his Rainforest Films, with at least 4 films scheduled to be released next year that he and his company produced.
Unfortunately, despite the fact that the film was shot a year ago, I have no images, or footage to show you yet.