After all the twists and turns on the Shane Salerno-directed docu Salinger that began with a January 2010 Deadline reveal that the film had been shot, how did the documentary do? The American Masters version totaled 2 million viewers, including repeat broadcasts and DVR viewers. This was strong considering the film had been released by The Weinstein Company and was in the top 10 of the year’s theatrical docus, and that it was viewable on Netflix at that time. The Simon & Schuster companion book written by David Shields and Salerno hit both the New York Times and LA Times bestseller lists. And Salerno more than made back the $2 million he invested to make the film, after he made three 7-figure deals with TWC, S&S and American Masters. It didn’t hurt the Salinger estate either, as Catcher In The Rye hit the bestseller charts again, 62 years after its publication in 1951.
“When combined with the incredible sales figures and national social media conversation, it demonstrates the true impact of public television,” said Stephen Segaller, the WNET programming veep in charge of Salinger. “The fact it was the 200th episode of American Masters makes the accomplishment even sweeter.”
Said Salerno: “After 10 long years of hard work, this is a wonderful way to wrap up the Salinger journey. I am grateful that the project has now been successful in each of the three release platforms as well as on Netflix.” Salerno, who produced the docu through Story Factory with Deborah Randall, Buddy Squires and Craig Fanning, is currently co-writing Avatar 4 with James Cameron.