THR reported that DreamWorks and Disney are moving up the release of The Help by two days, from Aug. 12 to Aug. 10. The switch means the film, based on Kathryn Stockett’s runaway best seller, will open on a Wednesday. By going out midweek, DreamWorks hopes to capitalize on strong word-of-mouth.
DreamWorks has begun screening the film in earnest to various groups, and reports great reaction.
Disney will distribute the film through its Touchstone label. The Help was fully produced and financed by DreamWorks and Participant Media.