"If we were to take off 'Lost in Translation' from some screens, we would be taking off a title that was the highest-grossing picture in those complexes," Ray Price, a marketing expert with Landmark Theaters, told Video Business.
The double dipping in both theater revenue and home video receipts goes against a long-held practice of theater distributors halting support of a film once it goes to video.
"We're not trying to defy gravity or upset anybody's cart," said Jack Foley, president of Focus, which distributes the film. "What we're trying to do is make money."
Last weekend, the Japanese-set drama grossed $2.2 million from 632 theaters, or $3,412 per venue, an impressive total for a film that was released 21 weeks ago.