The Results Are In.

No not those results!

I'm talking about box office returns. The figures are in and Scenes of A Sexual Nature an independent production with a budget of less than $1 million achieved a screen average last weekend of $2400 per screen on the same weekend that Borat was released.

It's all very well to write about deviant marketing, but it's even better to report that it works. Excluding Bollywood films which always have exceptionally high screen averages, this was the seventh highest screen average at the UK box office last weekend and exceeded that of studio releases such as Sixty Six and Little Children.

Bums on seats is one thing (and extended distribution will ensure more of them in coming weeks), but never forget that your end-users are not your only "customers". As a result of the profile generated by the marketing, Sony have picked up the UK DVD rights and plan to exploit its momentum in the new year.

Dare to deviate.