Pre-release audience surveys for the Roland Emmerich Shakespeare drama have been soft. According to a report released by research firm NRG Monday, total awareness of the movie from its strongest moviegoer demo, women younger than 25, is only 37 percent.
“We believe a gradual rollout is the best way for audiences to discover, embrace and champion the movie through the holiday season,” an individual close to the project told TheWrap.
In Emmerich's provocative period drama, the Earl of Oxford, rather than the actor William Shakespeare, actually wrote the plays attributed to the Bard.
With "Anonymous" out of the Oct. 28 mix, three movies open wide that weekend: Fox's sci-fi "In Time," which stars Justin Timberlake, Amanda Seyfried, Olivia Wilde and Alex Pettyfer; DreamWorks' animated "Puss in Boots" and FilmDistrict's adventure "The Rum Diary," starring Johnny Depp, Aaron Eckhart and Giovanni Ribisi.
The Los Angeles Times first reported the news.