Movie types trekking from Hollywood to the warmer climes of Palm Springs for the holidays may be surprised to find one of the longest-running hits at the Cinemas Palme d’Or is Focus Features’ “The Door in the Floor,” which is about to wrap up the 23rd week of its run.
“Door” quickly came and went at most theaters when it bowed in July, lost in a crush of summer titles. The Jeff Bridges–Kim Basinger drama had just passed $3.8 million in receipts by the time Focus stopped reporting results in October.
At a time when B.O. buzz can kill a film in a week, “Door’s” extended run in the desert demonstrates the old-fashioned way of playing films lives on.
The auds most drawn to “Door” are those who grew up in a different era of film distribution.
“There’s a lot of senior citizens,” says Brian Tabor, a partner in Flagship Theaters, which owns the Palme. “The audience that’s going to see it has no idea that it was a July release. They are not so industry-savvy.”
While other theaters may have abandoned “Floor” soon after it opened (its screen average on its third weekend had fallen to $2,838), Tabor says, “We gave it time to build.”
Patience paid off as word of mouth expanded the pic’s aud.
“It’s up and down, but it’s been a very reliable film title,” Tabor says.
Of course, the run may be coming to an end soon.
In addition to a flood of new holiday arthouse titles that will be vying for screens, “Door” was released on DVD Dec. 14.