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If about 3% of the U.S. population is homosexual, lesbian, or bisexual (a more likely figure than the 10% commonly believed thanks to Dr. Alfred Kinsey), that would represent 9 million people. Assuming that half of them saw the movie, at an average price of $8 (higher average due to their concentration in the Northeast and California, where movie prices are higher), that would result in sales of $36 million. For these deviants, "Brokeback Mountain" is what "Passion of the Christ" was to evangelical Christians and conservative Catholics. Hence, to expect 50% of them to attend the movie is not unrealistic. Add in dedicated, though heterosexual, leftists and the curious, and this movie is likely to be a money maker.

You nailed it. People find it so unbelievable that 2 million Americans have seen it, well, compare it to 59 million voting for Kerry and it doesn't sound so strange any more. You don't need conspiracy theories about empty theaters to explain it.

1.51% of the population is GLBT according to The National Health and Social Life Survey. This figure is also consistent with that from the National Opinion Research Center at the University of Chicago.