'Mooz-lum' Exceeds Box Office Expectations and Rolls Out to Additional Markets

Social media and grassroots marketing play key role in the indie film's success

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Feb 15, 2011, 02:26 ET

NEW YORK, Feb. 15, 2011 /PRNewswire/ -- Peace Film -- The numbers are in! Mooz-lum, the independently produced and distributed film that has sparked a social media movement, exceeded expectations at the box office last weekend, earning $12,712 per screen -- one of the highest per screen averages in the country. AMC Theatres® (AMC) had the film exclusively in 10 cities on 11 screens.

By comparison, films like Just Go With It and Justin Beiber: Never Say Never, both of which opened on over 3,000 screens each, averaged $8,601 and $9,505 per screen, respectively.

The rate at which movie-goers packed the theaters to see Mooz-lum proved the film's viral marketing approach – drawing heavily on Eventful Demand it!, Facebook and Twitter along with word-of-mouth promotion and targeted public relations – is working.

Mooz-lum's social media campaign marked the first time that film lovers have had the power to decide where an independent film should be released. Since the campaign launched in late 2010, more than 56,000 fans have "Demanded" that the film be shown in AMC Theatres® local markets.

"I always knew that if we could just get this film to the people, they'd show up," says Mooz-lum writer/director Qasim Basir. "And although we didn't open in every city, those people should know that we're coming."

AMC and Mooz-lum used movie lover Demands to determine the first 10 cities the film opened in. And as a result of Mooz-lum's strong opening, AMC Theatres® is expanding the film to the next 5 cities based on Demand counts:

Columbus, OH - AMC Lennox Town Center 24
Elizabeth, NJ - AMC Jersey Gardens 20
Minneapolis, MN - AMC Block E 15
Phoenix, AZ - AMC Arizona Center 24
Seattle, WA - AMC Pacific Place 11

Additionally, AMC is adding another screen, AMC Southlake Pavillion 24, in Atlanta.

"We are always exploring new distribution platforms to help independent filmmakers tell their stories through our AMC independent® program," said Nikkole Denson-Randolph, vice president, specialty and alternative content, AMC. "We are so proud to be a part of Mooz-lum's success and glad this important movie appealed to so many of our guests."

Said the film's producer Dana Offenbach: "AMC paved the way for us to get this film to our audience and we are extremely grateful for the opportunity."

Mooz-lum stars Evan Ross, Nia Long and Danny Glover. The film has received glowing reviews from critics from the L.A. Times, Variety and the Chicago Sun-Times:

LOS ANGELES TIMES - "Well-crafted in all aspects, 'Mooz-lum' is not only rich in nuance, but also an engrossing entertainment made with skill and passion."

http://www.latimes.com/entertainment/news/reviews/la-et-capsules-mooz-lum-20110211,0,2155822.story

VARIETY - "Evan Ross impresses with an implosive performance as Tariq Mahdi..."

http://www.variety.com/review/VE1117944549?refcatid=31

CHICAGO SUN TIMES -"When Basir speaks of and presents Muslim-Americans, he knows what he is doing and knows the characters he is presenting. This point alone makes this film a long awaited breath of fresh air."

http://blogs.suntimes.com/foreignc/2011/02/moozlum.html

POPCORN REEL - Ms. Long is a worthy contender for next year's Academy honors as a steadfast woman in a male-oriented environment...It's one of the fullest, authentic and compassionate portrayals of a woman I've seen on screen lately. The scale and care she invests in her character merits Ms. Long a nomination."

http://www.popcornreel.com/htm/moozlumrev.html

Mooz-lum is currently playing at these AMC Theatres®: