Inside Studios’ Scramble to Set Movie Release Dates Mid-Pandemic: ‘There Are No Rules’

”Every day is just us reacting,“ one studio marketing head says

“There are no rules,” says one studio marketing head about the current Wild West atmosphere around releasing multimillion-dollar pieces of entertainment into movie theaters that have been shuttered for months due to the coronavirus pandemic.

Late last week, Christopher Nolan’s $200 million spy flick “Tenet” — previously anointed as the tentpole film to reignite the theatrical business — was pushed back two weeks to July 31, from its July 17 benchmark. That move sent an apparent ripple effect through the industry, forcing a deluge of schedule changes, including Warner Bros.’ “Wonder Woman 1984” being bumped to October 2 from August 14.

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Trey Williams

Film Reporter covering the biz • trey.williams@thewrap.com • Twitter: @trey3williams