The LA Times is reporting that the studio behind "Precious," Lionsgate and its hybrid strategy -- playing "Precious" in both highbrow theaters, and in African American communities -- worked extremely well.
In LA, for instance, "Precious" played at the Landmark in West L.A. and ArcLight Hollywood, more upscale locations, as well as the Magic Johnson Crenshaw 15, which draw large African American crowds. It also opened this weekend in Atlanta, Chicago and New York. Interestingly the paper said that a small majority of moviegoers were black, and a lopsided 68% were female. Here's the part you've been waiting for ifn you live outside LA, NY, Chicago and Atlanta. Lionsgate is planning to build quickly on the positive momentum for "Precious."
On Friday, it will open in Dallas, Houston, Philadelphia, San Francisco and Washington, as well as expand in the cities where it is currently playing, bringing its total theater count to more than 200. On Nov. 20, it will start playing nationwide. "It was a fantastic start, but this is our launch, and our goal is to keep it in theaters for a long time to come," said David Spitz, executive vice president of distribution for Lionsgate.
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