Mining 'Brokeback Mountain'

WSJ.com: "Despite the cracks about gay cowboys on late-night TV and chin-stroking about whether it would play in Peoria, 'Brokeback Mountain' is poised to be not just one of the most praised films of the 2005 Oscar class -- it will become one of the most profitable movies of the year, and a mainstream one at that. How did 'Brokeback' break out? By surgically targeting where the movie would play in its initial release; selling it as a romance for women rather than a controversial gay-bashing tale; and opting out of the culture wars rather than engaging them. 'I'm more proud of what we didn't do with this film, as opposed to what we did do,' says James Schamus, co-president of Focus Features, explaining the contrarian marketing and distribution strategy behind the $14 million film. 'Brokeback,' which expanded into 1,196 theaters last weekend and has now grossed $43.8 million at the box office, is filling seats across the country, and last week passed Steven Spielberg's $70 million-budget 'Munich' (a drama about Palestinian terrorists) even in the heart of the heartland. 'Brokeback' is 'doing quite well,' says Debby Brehn, vice president of Douglas Theatres in Lincoln, Neb., where 'Brokeback' ticket sales are running 3-to-1 against those for 'Munich' since 'Brokeback' opened Jan. 6. 'I wouldn't say people are not seeing it because of its homosexual content,' she says."