Despite wall-to-wall media hype that has seemingly lasted for months, 20th Century Fox isn't convinced enough people know about Borat: Cultural Learnings of America for Make Benefit Glorious Nation of Kazakhstan to justify opening the film in 2,000 theaters Nov. 3. According to The Los Angeles Times, a tracking survey by National Research Group found only 27 percent of respondents were aware of Borat, well behind two competitors opening the same weekend, The Santa Clause 3: The Escape Clause (81 percent) and Flushed Away (50 percent). The studio will now put Borat in 800 theaters opening weekend, and expand to 2,200 theaters the following weekend in the hopes that word-of-mouth trickles down to people living in the sticks. After The Santa Clause 3, those people will be begging for Borat.
Join the discussion...