Though Borat had "great success" its opening weekend by absolutely smashing the competition on a screen by screen basis, Fox remains convinced that awareness of the film remains only half that of Santa Clause 3: The Escape Clause. Pessimistic though Fox may be, they do have the benefit of strong word of mouth and unbelievably positive reviews to continue forward with their rollout plans of the film.
As announced a month before the film's release, Fox will expand Borat from the limited 837 theatres to 2400. Considering that Casino Royale will soon become a pain in Borat's 'assholes', the move by Fox is a good one.
Cash in, as time is running out. In order to make the most of this R-rated political satire, Fox has only one more weekend to really cash in. With a $26.5 million opening, the film has already shot by Fox's $18 million budget and is now set to earn some serious extra skrilla. If the film can do a quarter of a bill with only 800 theatres, just imagine what it could do with a second weekend packed with strong word of mouth and three times as many showings.
Borat would be able to buy many clock radio and maybe even a few "window from glass".
Though three times as many screens, Fox still warns that we should not expect the same ratio in earnings. Though only on 800 screens, Borat played in the top markets; known for much higher earnings per screen than smaller urban areas. A recent example of this would be Saw III, which opened to $33.6 million on 3,167 theatres. The top 1,535 engagements were responsible for $30.2 million while the other half only brought in $3.3 million.
"The lesson is that you don't have to have all these screens to do big business," said a studio distrib topper. Or, as another studio distrib prexy said, "It just goes to show that anything over 1,500 (theaters) is crazy."
One perk to come out of the limited release (for Fox) was sold out shows. Sold out theatres mean high demand, which spreads the word that this is a film that moviegoers really want to see. High demand usually attracts even more demand, which is nice!
Sacha Baron Cohen is supposedly preparing to create a film on his other character, Bruno, for Universal. I, however, think this has got to be a trick. Sacha Baron Cohen already admitted that he has a new character none of us have seen yet and one would have to assume that every news station, media group, and book club is currently checking up on Cohen's characters to make sure they never get an unexpected visitor.
Borat is out in theatres now.
For the trailers, clips early reviews, posters and more movie info, head
on over to the Borat
Stay tuned for updates.