Brokeback Mountain box office--record platform opening [View All]

[kweerwolf]

First a little background. Brokeback Mountain is using a strategy called "a platform release," where a film opens in a few theaters (five, in this case) to build buzz, and then rolls out gradually. The key number to watch in the early weeks is the per-theatre average. Anything above $10,000 is great for an arthouse pic, but to really blast off into the stratosphere, they are looking for $20-30,000. The biggest average ever for an indie pic was Syriana, with $74,900, just two weeks ago. (Which would be almost impossible without a major movie star.)

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Exploding in platform release with one of the most spectacular grosses ever seen for a limited release bow was Ang Lee's cowboy love story Brokeback Mountain which debuted in only five cinemas but grossed an estimated $545,000 for a jaw-dropping $108,910 average per theater. The Heath Ledger-Jake Gyllenhaal drama has been showered with praise by critics and is already one of the top contenders for the Academy Awards, Golden Globes, and other prestigious prizes. This weekend, it was selected by the Los Angeles Film Critics Association as the best picture of the year with Lee also winning the director's trophy.

Focus Features launched Brokeback Mountain in three New York sites plus solo houses in Los Angeles and San Francisco this weekend and will expand on Friday to approximately 60 theaters nationwide. The gradual roll out is common for acclaimed arthouse films that need word-of-mouth and awards buzz to spread before convincing moviegoers in other parts of the country to open their wallets. The R-rated film can solidify its early frontrunner status if it receives major kudos from the Broadcast Film Critics Association, the New York Film Critics Circle, the National Board of Review, and the Globes which all announce their nominees or winners over the next two days giving the industry a clearer picture of the best films of 2005.

http://blogs.salon.com/0001137/2005/12/10.html#a1786

I'm going to invest heavily in stock for chiropractic clinics and companies that make cervical collars. Box office receipts like this will make the fundies' and right-wingnuts' heads spin so fast they will be lined up around the block for treatment.