Disney, the studio behind the movie, was insisting that the film goes to DVD after 13 weeks, not the usual 17 weeks. This riled Odeon, who were refusing to show the film in its cinemas. Until a compromise was reached.
I'm unsure whether the row was good publicity to promote Alice, or whether earlier DVD sales would have made more money for Disney. Or both.
It all seemed an arcane argument that threatened to deny audiences from getting the benefit of Mr Burton's vision in 3D.
But Disney quietly dropped their demand and, lo and behold, Alice's column inches (and web virals) grew and Grew and GREW ...
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