10 February 2013 9:08 AM, PST | The Playlist | See recent The Playlist news »

Schedule management is underrated. Your studio might have a film that screams “hit,” you might market the picture like a genius, and you might have the hottest actor in the world. But sometimes, films are filling a void left empty for casual audience goers, and the demand is pent-up not for a specific film, but rather a specific type of film. In this case, we’re talking about “Identity Thief,” now in line to score the year’s biggest three-day opening with $36 million, making it the best R-rated comedy opening ever in February. The negative reviews didn’t bother Universal, who had run a big, loud and colorful ad campaign that clearly illustrated the premise. It helps that the movie brought back two recognizable attributes of 2011’s most beloved R-rating comedies: director Seth Gordon was re-teaming with his “Horrible Bosses” star Jason Bateman (again playing a white collar schlub – versatility! »

- Gabe Toro

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