Arthouse Audit: The Weekend is 'Bernie''s, 'Sound of My Voice' is Weak, 'Elles' Gets Boost from NC-17

Box Office
by Tom Brueggemann
April 29, 2012 3:44 PM
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'Bully' Lee Hirsch

"Goodbye First Love" (IFC-Sundance Selects) - Week 2; also available on VOD

$13,500 in 5 theaters (+1); PSA: $2,700 ; Cumulative: estimated $42,000

With only one new theater, the PSA fell about in half, indicating a mixed response after a mediocre opening.

What it means:   VOD came on board during the week, making home viewing the future for this French romantic drama.

"Bully" (Weinstein) - Week 5

$330,000 in 263 theaters (unchanged); PSA: $1,255; Cumulative: $2,126,479

Keeping the same number of theaters, the PSA fell about a third from its already modest level.

What it means:   The special nature of this film will keep this in play for weeks to come, but at this point any much wider release (beyond shifting prints to other markets) doesn't appear likely.

"Damsels in Distress" (Sony Pictures Classics) - Week 3

$92,952 in 57 theaters (+11); PSA: $1,630; Cumulative: $448,166

Another disappointing expansion, with a PSA getting into a precarious zone for both holdovers and sustaining any lengthy further run. It already lost its two prime LA theaters after only two weeks, which doesn't bode well for its future.

What it means:   Neither young nor older audiences seem to be accepting this quirky comedy of college life from a veteran director/writer.

"Salmon Fishing in Yemen" (CBS Films) - Week 8

$440,000 in 335 theaters (-110); PSA: $1,313; Cumulative: $7,790,328

Two months into its run (most of the weeks beyond limited platforms), this still is accumulating gross as it approaches the $8 million mark, surpassing "Friends With Kids" and far outgrossing "Jeff, Who Lives at Home," two other more general audience Toronto acquistions.

What it means:   The remaining question is whether it can hit $10 million. Chances are it falls a bit short, but still, for the modest marketing allocation on top of the $5 million plus sales price, the theatrical part of its playoff has been quite successful.

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