That’s the title of a press release I got today from The Weinstein Company. Knowing that “Sicko” doesn’t have that instantly polarizing attack-on-a-sitting-President lightning rod effect that “Fahrenheit 9/11″ had, the studio was setting their sights lower for Michael Moore’s new documentary. And with good reason. But ninth overall just kinda sucks, if you ask me. Here’s more spin from the studio:
“SiCKO’s record breaking opening and robust per screen average of just over $10,200 placed it among the top 10 films at the box office this weekend alongside the big-budgeted LIVE FREE OR DIE HARD and RATATOUILLE. SiCKO achieved the third highest per screen of the weekend.
93% of moviegoers said they would strongly recommend SiCKO after seeing the film this weekend. To meet the tremendous demand for SiCKO, The Weinstein Company plans to add the film to 200 additional screens on Tuesday and will continue to roll-out the documentary to theaters across the country in the weeks ahead.”
Again, good for them. It’s a challenging movie, and a tough sell without the built-in left wing/right wing animosity that “9/11″ fed off of so easily. People have been praising the fact that this is not a “political” film (me included) and that it should appeal to a wider audience, but I believe that it will only play to a wider audience ONCE THEY SEE IT. Getting them to pay $8.50 to see it in a theater isn’t as easy.
My point is that “9/11″ (which grossed $119 million) was more like G.W.– a divider, not a uniter. And it worked for big box office, just like it worked for Bush’s re-election. “Sicko” is more thoughtful and doesn’t prey as much on existing hatred (unless you personally are getting screwed by the health industry or know someone who has), so it will have a tougher hill to climb to get people in the seats.
Hopefully, word of mouth will help it continue its run long into the summer, however, because it is a poignant film and deserves every bit as much attention as “9/11.”
