As most smaller titles struggle at the specialty box office, Apparition’s crime thriller “The Boondocks Saints II: All Saints Day” has been recouping box office blessings since unspooling in late October.
Through Sunday, the pic’s domestic cume was $10.8 million, one of the best showings for a 2009 film opening in limited release and Apparition’s top-grossing title to date.
All Saints Day” is Troy Duffy’s follow-up to his 1999 cult pic “Boondock Saints,” which received only a tiny theatrical release before turning into a surprise hit on DVD, generating sales north of $50 million.
Bob Berney and Bill Pohlad’s Apparition was given the film to distribute by Sony Pictures Worldwide Acquisitions Group, which financed the sequel. Project was shepherded by Steve Bersch, now prexy of the acquisitions group.
Berney said he knew about the first film’s fanatic following because of his children, who were among the fans.
All those kids are now 20 years old, and they all came to see the movie,” Berney said.
If you haven’t seen the first film, you probably wouldn’t get why this one would do so well. It’s not a big studio film, nor is it an arthouse film. It was a perfect fit for me, and Apparition,” he said.
At its widest, film played on nearly 500 screens.
Berney was the indie distributor behind “My Big Fat Greek Wedding” and “The Passion of the Christ.”
Apparition relied heavily on a viral campaign when selling “All Saints Day” (Sony and Apparition shared marketing costs), including hosting screenings to spark word of mouth, much as Paramount did with sleeper blockbuster “Paranormal Activity.”
It’s the new world of distribution, where you find a product that can be marketed with the Internet,” Berney said.
Apparition has released four films since last fall: arthouse titles “The Young Victoria,” which has cumed $4.5 million, and “Bright Star” ($4.4 million) plus genre pic “Black Dynamite,” which cumed $242,578.