Gordon-Levitt/Rogen comedy gets title change

Pulling in a decent box office return is no easy task and, these days, with so very many movies consistently appearing on the slate, it’s only getting harder. Which is precisely why getting the title of a film just right is so damn important.

It comes as little surprise then, as The Wrap report, that Jonathan Levine’s (The Wackness) previously titled Live With It (and before that, I’m With Cancer), has had yet another name change and will now be called 50/50.

Based on screenwriter Will Reiser’s own real life struggle with cancer, 50/50 is a “dramedy” starring Joseph Gordon-Levitt ((500) Days of Summer, Inception) in the lead. Producer Seth Rogen will appear as Gordon-Levitt’s best friend, while Anna Kendrick (Up In The Air, Scott Pilgrim vs The World), and Anjelica Huston (The Royal Tenenbaums, The Life Aquatic with Steve Zissou) will also appear in supporting roles.

A long way from its beginnings where Nicole Holofcener (Friends With Money, Please Give) was set to direct and James McAvoy was in line for the lead, 50/50 is set for release in the US on September 30 this year (no Australian release date has yet been announced).

From I’m With Cancer to Live With It, to 50/50, the new title does at least suggest there is a chance our protagonist might win the battle against his life-threatening illness. Of course, by the same token, it also suggests there is a chance that the film might actually be any good.

Discuss: Is 50/50 a decent title for a dramedy about cancer, or could you just take it or leave it?

2 Responses to “Gordon-Levitt/Rogen comedy gets title change”

  1. >I've been greatly looking forward to this one (placed #9 on my 25 most exciting films of 2011: http://blog.quickflix.com.au/2011/01/25-most-exciting-films-of-2011.html)Still, Live With It is a far better title.

  2. >Totally depends on how the movie is marketed. Market research showed that people hated the title "Star Wars" and look out that one turned out..

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