I do think people are getting too wrapped up arguing over terms like “test market” versus “limited release”. But you are right, the 10-theater showing was a test market, which was successful enough to probably get a limited release next month; maybe 300 theatres like Atlas Shrugged.
I would not expect the movie to end up in thousands of theaters though.
Agree. This now becomes about managing a new set of expectations and finding venues that provide the greatest opportunity for success (as the director defines it).