hmmm... I have NEVER (NEVER NEVER NEVER) heard of this 'per screen' average being used to rate a movie success.
I wonder why
Mel Gibson made a half billion for 'The Passion of the Christ'- what is the total take for this piece of excrement ?
They are trying to compare apples to oranges.
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It is common within the industry and takes into account what is known as P&A costs; that is the Prints (copies of the film at $100k per) and local Advertising expense. The wider the release the greater the P&A and due to the way distribution deals are structured, the harder it is to recoup production costs.
comparing apples to road-apples...