Box Office Power of 'Atlas Shrugged' Baffles Insiders

By Paul Bond

The power of Ayn Rand devotees has impressed some Hollywood distribution executives, who took note of the hefty $5,640 per-theater average scored by “Atlas Shrugged: Part 1” during its opening weekend.

“Shocking,” one executive said about the healthy business the low-budget film has been doing, considering its “awful” marketing plan.

Awful or not, business has been brisk enough for producers Harmon Kaslow and John Aglialoro to expand from 299 theaters to 425 this weekend and to 1,000 by the end of the month. They don’t have enough film prints to fill all the orders.

“Things have turned for us,” Kaslow said. “When we started, exhibitors were not embracing the film like we thought they would. Now, we can pretty much go into as many theaters as we want. It’s just a matter of logistics.”