No Joke: ‘Borat’ Is Make Unglorious Slash
Apparently coming to the conclusion that middle-America will not “get” Borat (official title: Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan), 20th Century Fox has cut in half the number of theaters that had been booked to show it, the studio confirmed Tuesday.
Fox distribution chief Bruce Snyder told today’s (Wednesday) Los Angeles Times that despite enormous pre-release publicity and marketing, the studio’s research had concluded that the movie was “soft in awareness.”
The Times noted that industry analysts could not recall a similar action by a studio taking place just two weeks before a film’s opening.
Fox indicated that it hopes that by opening Borat in 800 theaters, the resulting word of mouth will propel it into a stronger position the following week when it will be expanded to 2,200 screens.
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