The movie cost $14 million to make. It has grossed $25 million so far, so its very close to breaking even. Its getting a lot of free advertising. Then comes Pay-per-View, the premium channels and DVD. Sorry, this movie will turn a nice little profit
Yep, that's what Hollywood considers a huge success; if it's politically correct and doesn't lose money, they can crow about it. The media has hyped it, so the smallish liberal audience of course would make a fetish to go to see it. "Brokeback, of course I went..."
Now the Passion, that was just a fringe movie.