For Scott Glosserman, founder and CEO of online demand-it platform Gathr, it makes sense to focus more on per-screening averages rather than average per-screen.
While traditional theatrical releases play on limited screens for multiple screenings throughout the day, most alternative content has a single screening at multiple locations, especially films that are promoted as one-offs, offered on demand-it sites like Gathr or Tugg.
That’s how Glosserman measured the March 7-10 performance of helmer Richard Robbins’ documentary “Girl Rising,” which Gathr is helping launch in conjunction with distribution partner CNN Films. The pic, which follows the lives of nine impoverished girls, earned nearly $220,000 in four days, with one-off screenings accounting for 98% of the box office.
“Our business is predicated on single screenings,” Glosserman says of his year-old company.
Glosserman says theater owners would benefit from consolidating screens during weekdays to make room for alternative content. “Girl Rising,” for instance, earned just over $50,000 on March 11 alone, averaging $2,193 from 23 screenings.
Glosserman adds that Gathr mounted a grassroots social media campaign to promote the docu, highlighting some of the pic’s narrators, including Meryl Streep, Cate Blanchett, Anne Hathaway and Alicia Keys.
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Gathr also released the film March 8 for an Oscar-qualifying theatrical run in New York and Los Angeles.