Paul Bond at the Hollywood Reporter:
Despite its “awful” marketing plan, as one distribution exec calls it, the movie earned a $5,640 per-theater average opening: “Things have turned for us,” producer Harmon Kaslow tells THR.
The power of Ayn Rand devotees have impressed some Hollywood distribution executives, who took note of the hefty $5,640 per-theater average scored by Atlas Shrugged: Part 1 during its opening weekend.
‘Atlas Shrugged’: First Movie to Target the Tea Party Atlas Shrugged Review”Shocking,” one executive said about the healthy business the low-budget film has been doing considering its “awful” marketing plan.
Awful or not, business has been brisk enough for producers Harmon Kaslow and John Aglialoro to expand from 299 theaters to 425 this weekend and to 1,000 by the end of the month, they told The Hollywood Reporter on Tuesday.
The two said they fielded 500 inquiries from theater bookers Monday but didn’t have enough film prints to fill orders.
“Things have turned for us,” Kaslow said. “When we started, exhibitors were not embracing the film like we thought they would. Now, we can pretty much go into as many theaters as we want. It’s just a matter of logistics.”
Kaslow has turned to Deluxe to crank out more prints because “initially we didn’t order more than we needed, so we’re behind the 8-ball.”
Kaslow and Aglialoro stood by their marketing campaign, which relied heavily on using the Internet to drum up support among members of the Tea Party, Libertarians and other Rand enthusiasts.
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