Docu currently longest-running current commercial release
Conjecture that Michael Moore‘s lustily booed comments on the Oscar stage would translate to box office poison hasn’t proven out — at least not yet.
In fact, the day after the show, B.O. for Moore’s Oscar-winning doc “Bowling for Columbine” was up 110% over the previous Monday, says distrib United Artists. And Day 2 after The Comments, receipts were still up 85%.
The film already has been hugely profitable for UA, which spent $3 million for domestic rights.
As of Oscar weekend, “Columbine” had earned $19.5 million in domestic B.O., and with “My Big Fat Greek Wedding” finally slipping off the charts, it’s the longest-running current release of any commercial film (two large-format releases have been out longer).
UA marketing VP Dennis O’Connor says “Columbine” has added 50 to 60 screens this past weekend to the 100 or so of recent weeks. UA is counting on free publicity from Moore appearances this week and next on “The Tonight Show,” Aaron Brown‘s CNN show and Bill Maher‘s HBO program to help draw in additional auds.