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Dredd 3D‘s momentum reaches critical mass

Dredd 3D
launches in UK cinemas this weekend, to almost universally positive reviews in British mainstream media outlets. Even the lowest scoring review I could find fails to say anything truly negative to say about the film. The press ads feature glowing quotes from non-genre sources as the canny marketing campaign works to court a populist audience, building upon the approving word-of-mouth from the geek world which has been building steadily since SDCC. The UK’s top-selling daily, The Sun, today led its weekly movie review spread with one of the most favorable reviews yet, in a source which often primes the average British consumer on how it’ll spend its entertainment budget over the weekend. The Sun may often be derided by its critics, but the power it wields should not be under-estimated. Its approval alone may go a long way to ensuring that Dredd is a hit at British cinemas.

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