Box Office: ‘Diane’ Takes Alternative Route in Challenging Specialty Market

Specialty film distributors are playing around with different ways to maximize their films. This weekend, IFC chose to open the year’s best-reviewed opener so far, Kent Jones’ ensemble drama “Diane,” parallel to its Video on Demand release. This film boasts reviews and performances that would ordinarily sustain conventional exclusive theatrical play. “Diane” will still get top arthouse play, and might be a title, like “Roma,” that finds traction despite alternative showings.

Neon, on the other hand, met a disappointing response to taking Harmony Korine’s Matthew McConaughey-starrer “The Beach Bum” to over 1,000 theaters, riding a surge of SXSW media attention, as opposed to taking the limited initial release strategy that A24 used for Korine’s earlier SXSW hit “Spring Breakers,” which in 2013 opened to nearly $300,000 in only three theaters.

Hotel Mumbai” (Bleecker Street), which showed strength as it expanded on its second weekend, joins “Gloria Bell” (A24) as
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