Aug 24, 2012 No Comments ›› Pat Dollard
Excerpted from DEADLINE: The anti-Obama movie 2016 Obama’s America went into wider release around America today and is opening right now in first place at the domestic box office. That’s quite a feat since the Rocky Mountain Pictures political documentary is still playing in only 1,090 North American theaters – or about 1/3 as many theaters as big-budget actioner The Expendables 2 (3,355 theaters). But these political documentaries like faith-based films are frontloaded. The Stallone picture from Millenium/Lionsgate is still expected to end the weekend #1 and should top the box office tonight.
And, based on matinee trends, 2016 Obama’s America looks to gross $1.2M-$1.7M Friday for a $3.7M-$5.0M weekend. But right now it has grossed $700,000 today compared to $300,000 for The Expendables 2. Its new cume after this weekend could make it the #1 conservative documentary (ahead of Expelled: No Intelligence Allowed’s $7.7M).
The success of the anti-Obama pic is based on big pre-sales leading into the Republican National Convention August 27-30, and exhibitors are reporting busloads of filmgoers arriving at theaters around the country in pre-organized trips. It also employed much of the same marketing techniques used to garner attention and support for faith-based films, understandable since the audience is overlapping. Its campaign included advertising nationally over the past two weeks on talk radio and cable news channels including Fox News Channel, A&E, History and MSNBC. Both online ticket-sellers Fandango and MovieTickets.com showed advance buying for 2016 Obama’s America were accounting for 35% to 28% respectively before this weekend.
The pic is based on conservative author and commentator Dinesh D’Souza’s New York Times bestselling 2010 book The Roots Of Obama’s Rage and co-directed by D’Souza and John Sullivan and produced by Academy Award winner Gerald R. Molen (co-producer of Schindler’s List). It opened on July 13th in a preview on a single screen in Texas grossing almost $32,000 during its opening weekend, then expanded into 61 theaters including New York and Los Angeles.