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Holiday boosts specialty films

'Playbook' platforms well, 'Hitchock," "Rust" bow solidly

As the year’s long Thanksgiving frame hit record-setting heights, a slew of specialty pics went along for the ride, including the Weinstein Co.’s “Silver Linings Playbook,” which expanded to 367 locations for a five-day domestic gross of $5.7 million and a cume of $6.2 million through Nov. 25.

Meanwhile, the newest limited pair to enter the fray, “Rust and Bone” and “Hitchcock,” performed decently over five days: Sony Pictures Classics launched the French-lingo “Rust” at two New York locations, averaging $13,577 per screen, while “Hitchcock” averaged $16,924 from 17 domestic engagements via Fox Searchlight.

“Rust and Bone,” starring Marion Cotillard and Matthias Schoenaerts, marks the latest Thanksgiving entry for SPC; the distrib, which launched “A Dangerous Method” this time last year, usually has a specialty contender over the holiday.

Likewise, Weinstein is familiar with rolling out its year-end titles slowly at around Thanksgiving. Last year, the company released “The Artist” at four locations over the holiday, before expanding the Oscar best picture winner to 167 over Christmas — its fifth outing. Weinstein plans to play it cool with “Silver Linings,” not going wide with the film until after New Year’s weekend.

“Hitchcock” debuted best in New York and Los Angeles, playing well to younger audiences in areas like Greenwich Village and Hollywood, as well as registering with adult filmgoers who frequent L.A.’s Landmark theater and Lincoln Square on Manhattan’s West Side.

Fox Searchlight expanded “Hitchcock” to 13 additional markets on Nov. 30, totaling 45-50 locations.

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