"Gibson's 'Passion' in Very 'Select' Theatres"

That's the title of a very odd post over on Foxnews. Apparently, Roger Friedman thinks Gibson's film should be shown in theaters where it would lose money. Why this special requirement for this movie? Plenty of films open in carefully selected urban markets and never make it to the suburban multi-plexes.

What makes this opening strategy special is that it up-ends convention. Manhattan and LA are supposed to get first crack at all movies-- that's where buzz gets generated, that is where entertainment reporters hang out. For this movie, however, Gibson discovered that the audience was in the hinterlands and that they were primed and ready to go.

Clayton Cramer has a more thorough discussion here.