Estimates: Overcrowded Weekend Hurts “Rudo,” “Outrage” (UPDATED)

A scene from Carlos Cuaron's "Rudo Y Cursi." Image courtesy of Sony Pictures Classics.

It seems like this weekend was too much of a good thing.  In the shadow of “Star Trek”‘s $76 million haul, six new specialty films opened in theatres - including high profile entries like Kirby Dick’s exposure of closeted gay politicians, “Outrage,” and Gael Garcia Bernal and Diego Luna’s reunion, “Rudo y Cursi” - and not one found a per-theater-average above $10,000. 

The highest average was actually from the lowest profile film, with “Helvetica” director Gary Hustwit’s new doc “Objectified” taking an estimated $9,400 from its sole screen at New York’s IFC Center. That makes it the eighth time in the past nine weeks that a documentary led the iW BOT, which ranks by per-theater average.

“We had an amazing run with ‘Helvetica’ in 2007 at IFC Center, so we’re psyched to have a strong opening with ‘Objectified’ there,” Hustwit told indieWIRE today. “In the current distribution climate, I think these numbers show that there are great opportunities for self-distributed films to find their audiences. It’s gratifying that there’s a demand for documentaries about design and that audiences are curious about the manufactured objects in their lives and the process of the designers that make them.”

Beyond “Objectified,” the best numbers came care of Kirby Dick’s “Outrage.” On 5 very appropriate screens - in West Hollywood in LA, Chelsea in NY, San Francisco, Washington and Philadelphia’s Ritz at the Bourse - the doc grossed only $35,000, averaging $7,000.  Considering the huge amount of press that surrounded the film - which outs a number of high profile politicians - that’s a disappointing number for distributor Magnolia Pictures.  Dick’s previous work - 2006’s “This Film Is Not Yet Rated” - averaged over twice that in its opening frame ($15,332).

Gay audiences weren’t overenthusiastic about another film targeted toward them either, though Robert Pattinson undoubtedly helped Regent Releasing and Here Media’s “Little Ashes” find the numbers it did.  On 12 screens, the film - which stars Pattinson as Salvador Dali and features much-publicized gay love scenes - grossed an estimated $77,000, averaging a decent, but certainly not great, $6,416.  Currently screening in Los Angeles, New York, Chicago and San Francisco, “Ashes” expands to other major markets throughout the month of May including Seattle, Tampa, Boston, Portland, Washington, D.C., Ft. Lauderdale and St. Louis. The film is currently set to open in more than 30 markets.

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Carlos Cuarón’s “Rudo y Cursi” was the widest new specialty release, and perhaps also the most disappointing.  On 70 screens, the Gael Garcia Bernal-Diego Luna soccer rivalry reunion grossed $210,647 for a weak $3,009 average. This disappointment is most clear when you look to recent examples of films that successfully catered to Hispanic audiences.  Last Spring’s “Under The Same Moon” opened on a much more aggressive 266 screens, and managed a $2,769,655 gross and a $10,412 average. And then of course there’s “Y Tu Mama Tambien,” Bernal and Luna’s previous co-starring work, which grossed $408,091 on 40 screens back in March, 2002 - averaging $10,202. Loading ... Why did indie films perform so poorly this weekend? There were too many options, and it split the audience. The films just weren't that appealing. Everyone was seeing "Star Trek." Everyone was seeing "Next Day Air." The weather outside was too nice. It's a recession. That $12 should be spent on canned goods and milk. The dwindling but still-present fear of swine flu. Read & React: Estimates: Overcrowded Weekend Hurts “Rudo,” “Outrage” (UPDATED)   (1 of 2)  Next Page › Login to recommend this article » posted on May 10, 2009 |Share Login to Leave a Comment »