Specialty Box Office: ‘Mother Of George,’ ‘Blue Caprice’ Solid In Single Theaters; ‘Plush’ & ‘Jayne Mansfield’s Car’ Crash
Brian Brooks is a Deadline contributor.
Specialty Box Office Results
Also doing solid business in one run was Submarine Deluxe‘s documentary GMO OMG, reporting a $15,121 weekend gross. Directed by second-time filmmaker Jeremy Seifert in a quasi Michael Moore-esque style, the film centers on the widespread use of genetically engineered food, a topic that has not caught headlines Stateside in the same way as in Europe, South America, Australia and other regions. Though genetically modified produce is much more widespread in the U.S., public awareness is low and that could have translated into being a tough sell for GMO OMG. But Submarine Deluxe (the theatrical release division of film sales company Submarine) worked its connections to drive at least the initial wave of audiences this weekend.
Noted Submarine’s Dan Braun Sunday: “We already have significant group sales which will be a strong foundation for the run of the film and we do expect to have a strong showing on our opening weekend… We have marketing support from some great partners such as Nature’s Path who have agreed to put messaging about the films release on almost every box of cereal that they sell which will be a huge awareness builder and may convert to ticket sales as their customer is right in the bulls eye of the target we are aiming for.”