Point of order…

Something that has been in the back of my mind all weekend just came to the forefront with clarity.  I thought I would share it with you.

First of all, by ALL measures, F911 is a success.  Let’s just get that out of the way up front.  It’s a media and commercial success, and will make Moore, F.A.G. and Lion’s Gate a lot of money.  And I’m happy for them...capitalism is my favorite thing behind sex and eating.  :)

But let’s talk about PR.  Buzz.  The word on the street, if you will.  What has this weekend been about?  Moore selling out theater after theater, companies being forced to add screening, etc.

Why?

Because the film opened on a limited number of screens, that’s why.

It’s easy to create buzz surrounding a movie that everyone knew was going to be popular the first few weeks of release...all you have to do is limit the screens.  That way, people have to clamor to get in.  If F911 had opened on 2000 screens, the theaters would be half empty.  Instead, it opens on 868 screens, and the buzz is instantly generated.

Take a look at this list. Notice that EVERY OTHER FILM that has made more than a million bucks this past weekend played on 2000 screens or better.  Garfield The Movie, which is universally despised by anyone with a brain in their head, played on 2882 screens this weekend.  I can’t even imagine a world where anyone who has ever been to a movie, much less people like the Weinsteins and Lion’s Gate, would expect Garfield The Movie to be THREE TIMES more popular in it’s 3rd weekendthan F911 on opening weekend.

Once again, Moore and Co. are manipulating reality.  Is the film popular?  Of course it is!  Was there a need for people to wait in line?  Of course not.  They could simply have negotiated a wider release.  Theaters all over the country would be glad to dump the losers on the list like Chronicles of Riddick or Stepford Wives, and show a movie that is actually making money.

But that wouldn’t create the buzz, would it?

Just look at the numbers yourself. You don’t need me to tell you what kind of game is being played here.  When Troy, a movie that was panned by almost everyone and made a lousy 300 grand this weekend, is playing on almost the same number of screens as F911…

You are being played.