Reply #23: Its call a platform release and is often used with films of this caliber [View All]

[wndycty]

From 1990-1996 I worked as a studio publicist so I have experience with this release strategy. What Warner Brothers Independent Pictures is doing is very common, its called a platform release and many critically acclaimed films use this (Schindlers List for example). The thinking is that the movie has great potential however its not going to have a blockbuster opening weekend, so you open it in selected markets in very few theaters to build up a buzz.

You should also understand that with this being Warner Brothers Indepenent Pictures they are use a different group of marketing people, people who specialize in arts films and the strategy is much different.