The pro-Sarah Palin documentary, The Undefeated, suffered another huge drop in ticket sales over the weekend, earning just over $5,000.
Its weekend grosses:
July 29-31: $5,200 in 4 theatres.
July 22-24: $24,664 in 14 theatres.
July 15-17: $65,132 in 10 theatres.
You can see the clear pattern here. The film opened solidly, at $6,513/theatre. Consequently, its distributor expanded it to new markets and 14 theatres.
But the film actually did substantially worse when it expanded, as ticket sales dropped 62%, and the film went from $6,500/theatre to just $1,762 theatre.
Last weekend, the distributor pared things down and ran the film in only four theatres, which should have raised its per theatre average, even while reducing ticket sales.
Well, overall ticket sales did, indeed, fall, but so did sales/theatre, which were just $1,300 last weekend -- its worst performance since opening.