Why is The Road not in my theaters?

Cafe Society
21

Agree w/ the other posters on Oscar bait.

The buzz here in Hwd circles is that it’s a “serious movie” with award winning potential. So it should be an Oscar nominee and get a wider release later on.

The studio may be holding back on wide distribution because the film probably didn’t test well. Given that it’s a dark drama set in a drab but nightmarish post apocalyptic environment, it probably wouldn’t test well. Add to that the fact that the focus is on a father son relationship, with nothing particular that involves women, and you’ve alienated a big chunk of your audience.

http://everything2.com/title/Hollywood+test+screening+process

One big question for any film in widespread distribution is how much popcorn, candy, and soda it will sell. The concession stand is where theaters make their real profits. Sometimes a movie gets selected even though it won’t do such great box office, because it’s audience will mob the candy counter.

22

Be glad it’s playing in one theater. As this thread shows, lots of people can’t see it at all without traveling hundreds of miles. I saw it last night and was glad I could. Chicago’s the 3rd largest city and it’s playing in just 3 theaters.

I think it’ll open wider. I don’t really buy it as an “Oscar bait” (god I hate that term) film, but you never know.

23

I’d like to know too. I read that it was a fairly last minute decision, but why wasn’t revealed. I remember seeing it listed locally on the fandango schedule a few days before, and then suddenly 2 or 3 days before the release it disappeared from all but like 2 theaters in the wider region. Quite a bait and switch. I wish they would have just called it a limited release to begin with.