Thanks in large part due to social media and word of mouth, “Paranormal Activity,” which was shot for a reported $15,000, came in at No. 5 this week with $7.1 million. This has promoted distributor Paramount to expand it into day long released after two weeks of midnight-only screenings.
More than one million people have demanded the film to be played in their city and despite its narrow release of just 160 cinemas, it averaged a mind boggling $44,163 a theater, compared with $11,780 in 3,000 theaters for “Couples Retreat.”
“From the very beginning, we put this film in the hands of the fans and we trusted them to tell us where and when it should be seen. We couldn’t be more thrilled by their overwhelming support and we are happy to release the film in every town – big and small,” said Rob Moore, Vice Chairman of Paramount Pictures.
Similar to the “Blair Witch,” “Paranormal Activity” touts itself as a documentary about a young couple who tries to record strange occurances and possible apparitions in their home.
While fans hyped it on social media sites such as Twitter and Facebook, credit must also be given for Paramounts unique grassroots campaign which fully realized the potential of social networking.
Paranormal Activity will begin in the words of Optimus Prime, “roll out” nationwide this Friday, October 16th.
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