The AP weighs in on the growing success. Snippet:
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The film expanded to 69 theaters the following week, then to 217 over the holiday weekend, reaching suburban audiences in Portland, Dallas, Denver and Atlanta.
The gradual release allows moviegoers to talk up the film's appeal, Foley said.
And it seems to be working.
"This is a film that builds through word of mouth and critical acclaim," Dergarabedian said. "People want to see what all the fuss is about."
Response has been so robust that distributors are expanding the film's rollout ahead of schedule. It will show on 269 screens this Friday, and reach an additional 80 markets the following week, Foley said.
'Brokeback' a Quiet Box Office Boon