"Multiplicity was a movie that tested really well. People seeing the movie really liked it, but then the studio couldn't market it. We opened on a weekend with nine other films"

In this quote, Harold Ramis is discussing the film "Multiplicity" and its reception by audiences and the studio. He discusses that the movie evaluated well, indicating that it received positive feedback from test screenings. Nevertheless, regardless of this favorable response, the studio had a hard time to efficiently market the film. This might be due to a variety of factors, such as the movie's genre or target market. As a result, the film was released on a weekend where it needed to compete with 9 other films for audience attention. This most likely impacted its ticket office performance and overall success. Ramis's statement highlights the value of reliable marketing in the film market and how it can considerably impact a film's reception and success.