Clearly riding solid numbers following its media blitz campaigning against the MPAA’s R rating, Bully opened in five locations, with a hefty $23,000 average, not bad for a small documentary released unrated. Under normal circumstances, going unrated might spell box office trauma, but distributor The Weinstein Company and director Lee Hirsch capitalized on their spat with the MPAA and rode it to many news shows and sympathetic celebrity tweets. In all, Bully has scored the top non-fiction rollout for 2012 (on a weekend that was generally a box office cash cow domestically) amid rumors TWC will possibly release a PG-13 version in the coming weeks. A Weinstein Co. spokesperson told Deadline, however, those rumors are not true, but schools and churches have reached out to TWC for a PG-13 version. “No other versions have been submitted although we are in contact with the MPAA and are being advised by David Boies on those negotiations,” the TWC spokesperson told Deadline. The Tribeca Film Festival debut doc will continue to expand unrated. Bully will open Good Friday in Toronto and continue into the top 25 markets April 13th with a wider rollout planned thereafter. It remains to be seen if some theaters will shy away from Bully because of its non-rating (which most venues in effect treat as a de facto NC-17), though Hirsch told Deadline that AMC will take on the film. “I’m thankful to AMC Theatres for taking a lead on this and are willing to break from the pack and stand by this film.”

Fellow doc The Island President (Samuel Goldwyn Films) opened in two theaters. The global warming feature also scored relatively good media attention (its subject appeared on Letterman and other shows), but the numbers came up relatively lighter with a $7,800 average per location. Still not bad for a small doc on an issue whose perceived urgency seems to have diminished it had a couple of years ago.

Among second-week holdovers, IDP/Samuel Goldwyn’s October Baby dropped three theaters, averaging $2,012 in 387 sites, a 54% decline from its opening with a two-week $3.1 million cume. Sony Classics’ The Raid: Redemption took in $248K in its second frame, averaging a decent $6,179, a 61% decline from its opening weekend, though the title added 32 locations. Paladin’s Musical Chairs managed a slight uptick in its second weekend average with three additional theaters, with a $1,020 PTA vs. last week’s $1,014 average at nine locations. One month into its release, CBS Films’ Salmon Fishing In The Yemen jumped into 359 more locations over the weekend, grossing a healthy $1.27 million. The Lasse Holström-directed feature averaged $2,638 a 52% drop from last weekend’s $5,484 at 124 theaters.

Chucky
2 years
Regal Entertainment Group, largest theater operator in the US, said last week it will show "Bully" as...
April Fool
2 years
I thought BULLY was a biopic about Harvey Weinstein.
jdjimbo
2 years
I agree! That would be awesome.

1. Bully (The Weinstein Company) NEW [5 Theaters]
Weekend $115K, Per Screen Average $23K

2. Goon (Magnolia Pictures) NEW [15 Theaters]
Weekend $34K, Per Screen Average $2,320

3. Intruders (Millenium Entertainment) NEW [33 Theaters]
Weekend $40K, Per Screen Average $1,226

4. The Island President (Samuel Goldwyn Films) NEW [2 Theaters]
Weekend $15.6K, Per Screen Average $7,800, Cume $19.5K

5. Turn Me On, Dammit! (New Yorker Films) NEW [2 Theaters]
$11K, Per Screen Average $5,758

6. The Deep Blue Sea (Music Box Films) Week 2 [49 Screens]
$167K, Per Screen Average $3,426, Cume $341K

7. Musical Chairs (Paladin) Week 2 [12 Theaters]
Weekend $12K, Per Screen Average $1,020, Cume $25K

8. October Baby (IDP/Samuel Goldwyn Films) Week 2 [387 Theaters]
Weekend $778K, Per Screen Average $2,012, Cume $3.1M

9. The Raid: Redemption (Sony Pictures Classics) Week 2 [46 Theaters]
Weekend $284K, Per Screen Average $6,179, Cume $596K

10. Casa De Mi Padre (Lionsgate) Week 3 [439 Theaters]
Weekend $602K, Per Screen Average $1,371, Cume $5M

11. Jeff Who Lives At Home (Paramount Vantage) Week 3 [513 Theaters]
Weekend $675K, Per Screen Average $1,316, Cume $2.68M

12. The Kid With A Bike (IFC Films) Week 3 [37 Theaters]
Weekend $148K, Per Screen Average $4,000, Cume $361K

13. Footnote (Sony Pictures Classics) Week 4 [60 Theaters]
Weekend $252K, Per Screen Average $4,213, Cume $618K

14. Friends With Kids (Roadside Attractions) Week 4 [306 Theaters]
$472K, Per Screen Average $1,544, Cume $6.33M

15. Salmon Fishing In The Yemen (CBS Films) Week 4 [483 Theaters]
Weekend $1.27M, Per Screen Average $2,638, Cume $3.17M

16. Being Flynn (Focus Features) Week 5 [40 Theaters]
Weekend $42K, Per Screen Average $1,065, Cume $480K

17. Boy (Paladin) Week 5 [9 Theaters]
Weekend $20K, Per Screen Average $2,234, Cume $119K

18. Undefeated (The Weinstein Company) Week 7 [16 Theaters]
Weekend $31K, Per Screen Average $1,973, Cume $424K

19. In Darkness (Sony Pictures Classics) Week 8 [50 Theaters]
Weekend $46K, Per Screen Average $923, Cume $863K

20. Rampart (Millenium Entertainment) Week 8 [30 Theaters]
Weekend $16K, Per Screen Average $562, Cume $859K

21. W.E. (The Weinstein Company) Week 9 [21 Theaters]
Weekend $20K, Per Screen Average $955K, Cume $491K

22. Coriolanus (The Weinstein Company) Week 11 [16 Theaters]
Weekend $18K, Per Screen Average $1,150, Cume $599K

23. The Iron Lady (The Weinstein Company) Week 14 [284 Theaters]
Weekend $184K, Per Screen Average $648, Cume $29.41M

24. A Separation (Sony Pictures Classics) Week 14 [199 Theaters]
Weekend $240K, Per Screen Average $1,210, Cume $6.46M

25. The Artist (The Weinstein Company) Week 19 [315 Theaters]
Weekend $291K, Per Screen Average $924, Cume $43.55M

26. My Week With Marilyn (The Weinstein Company) Week 19 [12 Theaters]
Weekend $7K, Per Screen Average $600, Cume $14.59M