Brokeback Mountain Herds in the Cash

The award-winning film about romance between two cowboys has seven Golden Globe nominations and has been named best picture of the year by film critics' associations in New York City and Los Angeles. It's currently on screens in a few big U.S. cities, but it won't open in many medium-sized or smaller markets until Jan. 13. Why?
Each December, as challenging films angle for Oscars and box office receipts, Hollywood releases a handful of movies in "platform'' patterns. Here's how it works:
New York and Los Angeles get the movie early. Gradually, as buzz is generated, the film is released in other markets. That way, excitement is generated for smaller films that lack superstar casts or mainstream, popcorn themes. Such films need to build momentum through national morning show appearances, magazine covers and other media buzz after they open in the big markets.
It's only because of such buzz that so many people are so curious now about "Brokeback Mountain.''
Certainly, the film's gay theme and Western setting could be considered a hard sell, but the film isn't alone. Tommy Lee Jones' "The Three Burials of Melquiades Estrada,'' Terrence Malick's "The New World,'' and Lasse Hallstrom's "Casanova'' are among films also getting early 2006 releases after limited showings in big cities this month.
Meanwhile, Brokeback Mountain is herding in LOTS of cash, approximately $50,000 per screen, whereas the giant ape King Kong can only muster around $8,700 per screen it's showing on.