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After a relatively soft start, DreamWorks' The Terminal eased 31% to $13.1 million.
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The $20 million Fox comedy's hold was strong as youth appeal pictures tend to drop closer to 50%. Among holdovers, Dodgeball was still slammin,' deflating by 38% to $18.8 million and a $67.5 million total after 10 days. The love story adapted from Nicholas Sparks' novel cost less than $30 million to make. New Line's counter-programming affair The Notebook struck a chord, notching $13.5 million at 2,303 locations. Since its Wednesday bow, the $37 million Sony picture has grossed $27.2 million. The Wayans brothers' latest ribald comedy White Chicks cross-dressed to success with $19.7 million at 2,726 theaters. While Fahrenheit was all the rage in the media, moviegoers spread the wealth to other movies. Fahrenheit didn't have a release date, let alone a distributor, until a few weeks ago, so Moore and company used the shotgun approach, showing up everywhere and heralding every single development of the movie's progress. Gibson took the more strategic approach with his surgical strike appearances and screenings, but he had months to wage his campaign. Though The Passion is perceived as the opposite of Fahrenheit in terms of whom it appeals to, both Moore and Gibson enlisted today's mass media to work for them, knowing that everyone from 24-hour news channels to talk radio would eat up the grand hot topic issues of their movies with the littlest of stoking. But it was Moore and Mel Gibson with The Passion of the Christ who have taken it to the next level: Controversy as saturation marketing campaign. Chatter about its global warming themes didn't hurt The Day After Tomorrow either, which opened beyond expectations and is a solid blockbuster with $175.6 million to date. Prior to this year, it was seen as a way to raise awareness and help bolster a picture to modest returns ( Dogma, Last Temptation of Christ). Controversy is proving to be bigger business than ever. In terms of raw dollars, Fahrenheit is actually the biggest opening ever for a movie playing at less than 1,000 theaters, topping Rocky III's $12.4 million at 939 venues. Perhaps the greatest example of this, Return of the Jedi debuted to $23 million at 1,002 theaters in 1983, which would adjust to $45 million by today's ticket prices. Fahrenheit's performance harkens back to the days when big movies wouldn't play in every nook and cranny of the country, but would bow at around 700 or 1,000 theaters to sell out crowds. However, they were super-saturation releases playing at 3,043 and 4,163 theaters respectively-the lower the theater count, the easier it is to have a high average as the release isn't diluted by less populous locations with lower ticket prices. 11) and the best of 2004, ahead of The Passion of the Christ's $27,554 and Shrek 2's $25,951. Fahrenheit's $27,558 per theater average ranks as the second highest all time for a wide release (adjusting for ticket price inflation knocks it down to No. Its opening topped Quentin Tarantino's Pulp Fiction's $9.3 million as the best ever for a Cannes Film Festival Palme d'Or winner, and it was Tarantino's jury that handed Moore the prize this year.
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Fahrenheit is also the first documentary to land in the weekend top five, let alone be No. With $24.1 million in the till since its record-breaking debut in New York City on Wednesday, Fahrenheit 9/11 is already the highest grossing documentary of all time-excluding large format, concert and other non-"apples-to-apples" sub-genres-surpassing Moore's own Bowling for Columbine's $21.6 million lifetime gross. By comparison, the other wide releases in the marketplace experienced Sunday drops ranging from 22% to 35%. Breaking the weekend down, the picture attracted nearly $8.6 million on Friday, fell 5% on Saturday to about $8.1 million, but then eased just 12% to around $7.2 million on Sunday. The estimate for Fahrenheit 9/11 was trounced thanks to a much stronger than expected Sunday. Around $10 million was spent on prints and advertising, less than a third of the average Hollywood release. Lions Gate released the picture along with IFC Films and Fellowship Adventure Group-the latter quickly formed by Miramax chiefs Bob and Harvey Weinstein to release the $6 million picture after buying it back from corporate parent Disney. Incensing as many as it's entrancing, writer-director Michael Moore's Bush bash celebrated over the weekend with $23.9 million at 868 theaters, beating co-distributor Lions Gate's $21.8 million estimate on Sunday by 9%.
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HOLLYWOOD ( Box Office Mojo)-Over three million people elected Fahrenheit 9/11 to be the No.