Hollywood “Shocked:” Atlas Succeeds Despite “Awful” Marketing

The Hollywood Reporter has a great article on Atlas’s commercial success and expansion into more theaters:

Despite its “awful” marketing plan, as one distribution exec calls it, the movie earned a $5,640 per-theater average opening: “Things have turned for us,” producer Harmon Kaslow tells THR.

Atlas will be expanding beyond 300 theaters:

Awful or not, business has been brisk enough for producers Harmon Kaslow and John Aglialoro to expand from 299 theaters to 425 this weekend and to 1,000 by the end of the month, they told The Hollywood Reporter on Tuesday.

The two said they fielded 500 inquiries from theater bookers Monday but didn’t have enough film prints to fill orders.

More from the Hollywood Reporter…

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  • http://6th-resurrection.myopenid.com/ BLACK HAT

    Just as Universities don’t know how to teach, and Politicians don’t know how to lead, Hollywood does not know how to make movies.

    ANY FOOL would know ATLAS SHRUGGED would succeed as a movie. How? Well, it is the #1 selling book of all time, if you leave out the Bible which is bought in bulk by institutions, etc.

    The #1 BOOK and they, Hollywood, wonder if the movie will make any money? When all 3 parts are done, and they total all sales, (theater, DVD, TV, etc) it will be the #1 movie of all time.

    I can see giving the final 3-Part DVD as a gift for birthdays and Christmas to everybody I know for the rest of my life. The best gift you can give ANYBODY will be this final DVD. So, that means I’ll be buying a few HUNDRED copies in my life time.

    • http://www.zader.com Joshua Zader

      Check your sources. It is not the #1 selling book of all time second only to the Bible. Many books have sold more copies.

      • http://pulse.yahoo.com/_QSRXWQ57VFJO2UNPHCVKSKFDPQ honestann

        Correct. Atlas Shrugged was voted #2 (after the bible) in a survey by the Library of Congress to the question “which book has had the biggest influence on your life?” (or a question to that effect).

        • http://pulse.yahoo.com/_APZUE4TYJM7LR7W7V5W5KYKVRE 4TruthandJustice

          Having influence: 2nd only to the Bible – is hardly a recommendation. Both books depend on myth and scare tactics of “fabulous proportions.” Both books: feature unreal and nonexistent facts and heroes.
          All ideologies are scams: operated by the few who are the real parasites and frauds on the many.

          Ayn Rand believed in what she created – but that doesn’t mean her boogey men were any more real than Captain Hook in Peter Pan or that she knew squat about human nature or human motivations. She was running from the commie boogey men who had broken her beloved father: once she got to this country, she took one long breath and never stopped screaming about her boogey men. I sympathize with that little girl but frankly think the adult woman was just compulsive and neurotic and quite the dominatrix. She (with her forced adultery and other escapades) certainly isn’t anyone who should have influence on us – 2nd or 1000th compared to any real literary work.

        • http://profiles.yahoo.com/u/CHZPRK6HXGWULGBGPXSEOCHWAA CharlesN

          # 1 book chosen by Mensa tied with Lord of the Rings

    • http://pulse.yahoo.com/_APZUE4TYJM7LR7W7V5W5KYKVRE 4TruthandJustice

      If success for this movie (there will be no “series”) is how it stacks up with the novel’s sales: then we’re in “deep poop” because Atlas Shrugged and the Bible have one thing in common: they both appeal to gullible, naive people who believe in the Super Natural and other Salvation Myths.

      This movie is a curiosity, nothing more. People will go see it just out of curiosity – the same way they go to see 3D Shrek movies. Giving this movie on DVD as a gift will probably lead to a point where everyone you know starts wondering whether you need a competence hearing.

  • http://6th-resurrection.myopenid.com/ BLACK HAT

    Just as Universities don’t know how to teach, and Politicians don’t know how to lead, Hollywood does not know how to make movies.

    ANY FOOL would know ATLAS SHRUGGED would succeed as a movie. How? Well, it is the #1 selling English language book of all time, if you leave out the Bible which is bought in bulk by institutions, etc.

    The #1 BOOK and they, Hollywood, wonder if the movie will make any money? When all 3 parts are done, and they total all sales, (theater, DVD, TV, etc) it will be the #1 movie of all time.

    I can see giving the final 3-Part DVD as a gift for birthdays and Christmas to everybody I know for the rest of my life. The best gift you can give ANYBODY will be this final DVD. So, that means I’ll be buying a few HUNDRED copies in my life time.

    • http://www.zader.com Joshua Zader

      Check your sources. It is not the #1 selling book of all time second only to the Bible. Many books have sold more copies.

      • http://pulse.yahoo.com/_QSRXWQ57VFJO2UNPHCVKSKFDPQ honestann

        Correct. Atlas Shrugged was voted #2 (after the bible) in a survey by the Library of Congress to the question “which book has had the biggest influence on your life?” (or a question to that effect).

        • http://profiles.yahoo.com/u/CHZPRK6HXGWULGBGPXSEOCHWAA CharlesN

          # 1 book chosen by Mensa tied with Lord of the Rings

  • http://pulse.yahoo.com/_HIZRT6QXIYPSGXUSXCTA6S63GI Phil

    Subject: Bad Marketing – Delaying a Simple National Theaters Map for Weeks, then Taking it Back Down a Few Days Later

    On the one hand, some of the marketing ploys have been clever. Without the tea party people and with no Today Show and no ad budget, it’s likely the movie would have sunk without a trace.

    However, one example of the marketing oversights being referred to:

    I (and probably others) posted a half dozen times that the official movie site should have a simple national map with pushpins showing which movie theaters in each state were playing the movie.

    *Finally* they did so: you could zoom in on it and see exactly how far from your home or office the movie was playing.

    The principle: when you have to drive a hundred miles round trip to see a movie in limited release, you are much more likely to say “hey, I’ll just wait for the DVD.” But in many cases, there is a theater playing Atlas closer than you may realize.

    That is NOT what you want to happen when — in the face of overwhelmingly hostile reviews — every ticket counts in terms of how long the movie will run and in how many theaters.

    In many cases the movie is playing outside the major cities, so unless you’ve lived in the area all you life, if it’s playing in fifteen theaters in your state, you may not be aware that its playing in slippery rock township multiplex if you’ve never heard of that.

    In my case, I live thirty or more miles from the nearest city and it is playing in five or six theaters in the greater Tampa to Sarasota area. I’ve had to keep clicking on the map for each theater its opened at to try to find where the h— that is.

    Unfortunately, they have now removed the map for some incomprehensible reason. Instead you have to go through several hurdles. Ok for die hard fans and Objectivists who have time for this, but most of them will have seen the film in the first few days.

    The Map! The Map! PLEASE!

  • http://pulse.yahoo.com/_HIZRT6QXIYPSGXUSXCTA6S63GI Phil

    Subject: Bad Marketing – Delaying a Simple National Theaters Map for Weeks, then Taking it Back Down a Few Days Later

    On the one hand, some of the marketing ploys have been clever. Without the tea party people and with no Today Show and no ad budget, it’s likely the movie would have sunk without a trace.

    However, one example of the marketing oversights being referred to:

    I (and probably others) posted a half dozen times that the official movie site should have a simple national map with pushpins showing which movie theaters in each state were playing the movie.

    *Finally* they did so: you could zoom in on it and see exactly how far from your home or office the movie was playing.

    The principle: when you have to drive a hundred miles round trip to see a movie in limited release, you are much more likely to say “hey, I’ll just wait for the DVD.” But in many cases, there is a theater playing Atlas closer than you may realize.

    That is NOT what you want to happen when — in the face of overwhelmingly hostile reviews — every ticket counts in terms of how long the movie will run and in how many theaters.

    In many cases the movie is playing outside the major cities, so unless you’ve lived in the area all you life, if it’s playing in fifteen theaters in your state, you may not be aware that its playing in slippery rock township multiplex if you’ve never heard of that.

    In my case, I live thirty or more miles from the nearest city and it is playing in five or six theaters in the greater Tampa to Sarasota area. I’ve had to keep clicking on the map for each theater its opened at to try to find where the h— that is.

    Unfortunately, they have now removed the map for some incomprehensible reason. Instead you have to go through several hurdles. Ok for die hard fans and Objectivists who have time for this, but most of them will have seen the film in the first few days.

    The Map! The Map! PLEASE!

  • Leon Brozyna

    If Hollywood is shocked it must be because they’ve spent too much time in an echo chamber listening to themselves and feeding the public intellectual pablum rather than the meat and potatoes for which we hunger. Meanwhile, the trolls are beside themselves, ranting how the movie will fold any day now and disappear. Are they ever in for a shock.

    • http://pulse.yahoo.com/_APZUE4TYJM7LR7W7V5W5KYKVRE 4TruthandJustice

      Other than as a curiosity, the “success” of Atlas Shrugged Part 1 (hah!) will be limited to the number of Ayn Rand fanboys who can scrape up enough money to see that movie the 2nd, 3rd or 4 time. And of those – most will not have a date for viewings #2, #3, etc. – unless they’re married to Dagny Taggart.

      Trollship is not necessary to know the story line in Atlas Shrugged is aimed at “collectivists” and that those were the Boogey Man Ayn Rand created out of her childhood resentments over the treatment her father got at the hands of the Russian commies (circa 1918). We’re not all scared of the 1918 Collectivist Boogey Man, nor are we so enchanted with today’s billionaires who wreck their companies and whole economies due to unhindered greed.

      It’s laughable, the very idea that today’s corporate leadership is in any way creative or productive or that “government sabotage” is the real threat to America. The actions of the villains in the book and movie aren’t even possible in the imagination today. Government regulations are a reaction to MISDEEDS of corporations which have already happened, not as Rand’s fanboys believe some kind of “initiative” of government “commissars.”

  • Leon Brozyna

    If Hollywood is shocked it must be because they’ve spent too much time in an echo chamber listening to themselves and feeding the public intellectual pablum rather than the meat and potatoes for which we hunger. Meanwhile, the trolls are beside themselves, ranting how the movie will fold any day now and disappear. Are they ever in for a shock.

  • Leon Brozyna

    Another thing I’m noticing is that, since this isn’t on wide distribution, it’s hard to find that the movie is even playing in your area. When I went to the Regal home page, Atlas wasn’t even listed as playing in their theaters; AMC was better and listed Atlas as playing … somewhere. I’ve found the same thiing in certain newspaper web sites. Couldn’t find Atlas in my local paper here in WNY, then checked the Atlanta paper and, when I did a search on their movies listing it said that Atlas wasn’t showing, even though it’s playing in the Atlanta market (Duluth, GA). Hope the print editions are doing a better job of informing their readers.

    Perhaps the information is more readily available in larger markets and those with greater penetration. Maybe the situation will improve as the film’s distribution increases.

  • Leon Brozyna

    Another thing I’m noticing is that, since this isn’t on wide distribution, it’s hard to find that the movie is even playing in your area. When I went to the Regal home page, Atlas wasn’t even listed as playing in their theaters; AMC was better and listed Atlas as playing … somewhere. I’ve found the same thiing in certain newspaper web sites. Couldn’t find Atlas in my local paper here in WNY, then checked the Atlanta paper and, when I did a search on their movies listing it said that Atlas wasn’t showing, even though it’s playing in the Atlanta market (Duluth, GA). Hope the print editions are doing a better job of informing their readers.

    Perhaps the information is more readily available in larger markets and those with greater penetration. Maybe the situation will improve as the film’s distribution increases.