ScreenDaily

Amy Winehouse documentary sets box office record

In spite of the good weather, Amy has recorded the biggest ever opening weekend for a British documentary at the UK box office.

Altitude Film Distribution’s critically acclaimed release grossed $810,000 (£520,528) from its 133 sites, including $194,000 (£124,506) in previews. The opening also marks the second biggest ever for a non-concert documentary in the UK, as well as the fifth biggest documentary opening ever.

The weekend has seen cinemas such as HOME in Manchester breaking house records.

Asif Kapadia’s Senna opened with $584,000 (£375,173) and went on to take $4.9m (£3.17m), a total that is well within the reach of Amy given it will be expanding to over 200 sites from this Friday [July 10].

“It was a risk putting the film out in the high summer to mix it with the studio blockbusters but we always believedAmy to have significant potential outside of a fashionable event cinema release for a doc,” Hamish Moseley, head of distribution at Altitude Film Distribution, told Screen.

“We applied that large scale thinking to all areas of the campaign from early teaser materials (with worldwide impact), to a wide-reaching nationwide marketing campaign cemented with a series of magnificent events at Glastonbury, Secret Cinema, Edinburgh and Hackney film festivals, a live broadcast gala premiere and regional Q&As. We’re delighted with the result!”

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