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DOES BORAT HAVE LEGS?

by
in Filmmaking
on Nov 7, 2006

Now that Borat has proved that it is worthy of all the hype, many question why it only opened on 800-plus screens. Was Fox cleverly building the word of mouth? Were they scared it could have possibly been a Snakes on a Plane? Variety explores the studio’s thinking.

Here’s a little taste:

Some close to the comic thesp point to the pic’s amazing $31,607 per-playdate average as a sign the film had enough appeal for a wider release. But some distrib execs point to the still-low awareness of “Borat” — in the latest tracking, which reflects polling from over the weekend, just 57% of people were aware of the film, while 90% had heard of “Santa Clause 3” — and argue that “Borat” will benefit by waiting a week for word of mouth to build before going out wider.

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