AwesomenessTV founder Brian Robbins’ strategy of screening Expelled in U.S. theaters before a digital launch seems to be paying off.
The film, produced by the MCN, topped the iTunes charts within hours of its release on Dec. 16. As it hit #1, it surpassed blockbuster flicks such as Guardians of the Galaxy (which is expected to be the year’s biggest box-office earner) and The Maze Runner. By Friday the movie was still among the top 10 films on the Apple platform, selling for $9.99.
The film screened in Dallas, New York City and Los Angeles from Dec. 11 to 18, and the talent – which also includes Marcus Johns, Lia Marie Johnson, Matt Shively and Andrea Russett – was busy promoting it on VH1 (pictured) Huffington Post and The Today Show. StreamDaily even had to update a November story announcing the launch of the film with the screening details after an overwhelming request from fans who were looking to find out where they could watch it.
While it’s not yet clear how much the movie grossed or how many copies it sold, the fanfare it’s attracted has proved that a multi-platform distribution strategy can be successful for digital companies looking to expand their programming strategies.