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Fox Hopes iTunes Can Save Knight and Day

Twentieth Century Fox is turning to Apple in a last-ditch effort to spread positive word of mouth on its Tom Cruise action comedy, Knight and Day. Insiders confirm to Vulture that a long (free) scene from the action/comedy will go up on iTunes tomorrow, the film’s opening day, to try to show people it's worth going to the theater to pay to see the whole thing. Giving more away may be the studio’s last hope at convincing people to overlook their Cruise antipathy and go see what many advanced viewers are saying is a fun film: Knight and Day has been tracking anemically for the past three weeks in a category marketing executives watch religiously: Definite interest. For weeks, it's been stuck at around 28-31%, a number that doesn’t augur an impressive debut.


Photo: 20th Century Fox