By Anthony Kaufman | ReelPolitik July 25, 2011 at 12:10PM
I hate to beat a dead horse, but "The Undefeated," the Sarah Palin documentary, has finally been revealed as the modest box office performer that it always was. After all the misinformation and factual mangling typical of the extreme right that occurred after the film's opening weekend -- with per-theater averages initially reported from $7,500 to $10,000, then revised down to $6,513 -- the film's second weekend was a major disappointment, with an average of just $1,713, across 14 theaters. In the film business, we might call "The Undefeated" a movie with short theatrical "legs."
The film's total box office amounted to just $101,000, as of Sunday the 24th. According to Box Office Mojo, that puts it 57th among theatrically released "political documentaries," and 397th for all docs.
Now the Fox News Nation spin machine has immediately embraced the film's DVD, on-demand and pay-per-view release as its natural home.
In a press release, Glenn Bracken Evans, the film’s producer, said, “A traditional windowed release would not have allowed us to maximize viewership of this highly sought after film."
Frankly, I'd agree, and we shouldn't underestimate the audience that the film will find on ancillary outlets (the film's director. after all, used to run Genius Projects), but it's funny, just two weekends ago they were all touting the theatrical release as a major event. How quickly things change.