The art of the release

Studios bring out movies in a variety of ways during the holiday season. The nationwide releases bombard us with TV ads and talk-show appearances by their stars as they vie for the instant hit, but for more specialized films, the ones seeking Oscar glory and the ancillary lucre, it’s a little tougher to clarify when they are coming to a theater near you.

Many films take a strictly traditional path, opening in a few major markets before expanding. In some cases these patterns are carefully dictated by marketing departments adhering to formulas that have succeeded in the past. Others add theaters based on their box-office performance and as critics awards are announced throughout December, the Golden Globe nominations Dec. 19 and the Holy Grail, the nominations for the Academy Awards, on Feb. 11.

A variation on this are films that open first in select New York theaters, followed by a similar L.A. release and subsequent expansion to more screens and other markets. Other films play New York and L.A. exclusively for a week or two, sometimes only in one theater, to be Oscar-eligible before disappearing and resurfacing early the next year. Recent examples of films that took this tack and garnered major Academy Awards were “Pollock” (Marcia Gay Harden for best supporting actress) two years ago and “Sling Blade” (Billy Bob Thornton for best adapted screenplay) in 1996.

Generally, as a film expands to larger markets nationwide, its local release follows a similar pattern reaching beyond the art houses to suburban multiplexes.

Platform to heaven: “Far From Heaven” opened Nov. 15, expanded Nov. 22 and is currently in about 300 theaters, looking to add as the awards season heats up. “Rabbit-Proof Fence,” currently in limited release, expands to the top 40 markets Dec. 25. “Adaptation” opened Friday, expands Dec. 20 and goes wide Jan. 10. “About Schmidt” opens this Friday, expands to the top 15 markets on Dec. 20 and goes wide Jan. 3. “Evelyn” opens in five markets on Dec. 13, expanding gradually in the following weeks. “Antwone Fisher” opens Dec. 20 in limited release, expanding on Dec. 25 and Jan. 1. “25th Hour” opens in L.A. and New York on Dec. 19, expanding to the top 60 markets on Jan. 10. “Narc” opens Dec. 20 and goes wide Jan. 10. “Chicago” opens Dec. 27 in L.A. and New York and goes wide on Jan. 10. “The Hours” opens in five cities on Dec. 27, expands on Jan. 10 and goes wide Jan. 17. “Max” opens Dec. 27 in L.A. and New York and expands Jan. 24. “Nicholas Nickleby” opens in L.A. and New York on Dec. 27, expands Jan. 3 and goes wide Jan. 10. “The Pianist” opens Dec. 27 in L.A. and New York, expanding throughout January. “Love Liza” opens Dec. 30 and platforms through January. “Confessions of a Dangerous Mind” opens Dec. 31 and expands Jan. 17.

Apple-fied mathematics: “Talk to Her” opened Nov. 22 in New York and opens Friday in L.A. “Intacto” opens Friday in New York, Dec. 23 in L.A. and expands to the top 25 markets on Jan. 3.

Now you see it, now you don’t: “The Quiet American” debuted Nov. 22 for a two-week qualifying run and will return Jan. 10, expanding to the top 20 markets Feb. 7 and the top 60 markets Feb. 14. “The Guys” opens Dec. 13 for one week, then returns to L.A. and New York on Valentine’s Day and opens the following week in additional markets. “Spider” starts a one-week Oscar qualifying run Dec. 20 and returns Feb. 28.