DreamWorks took an unusual but effective tack on the release plan for this film. When the lengthy post-production and test screening process was complete (it took more time than usual largely because of edits to make the film less graphically violent and move it away from a potential R rating towards the PG-13 it received), the company decided to launch it in fewer theaters than expected. The logic was simple: if the film did well during the October 18-20, 2002 weekend, it could be expanded to great anticipation just ahead of Halloween. The Ring ended up improving its box office in weekend 2 and became one of the biggest surprise hits of the year.

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