Tom Tykwer's Perfume did strong business on itsopening weekend in
Perfume'sper-screen average of $7,047 (Euros 5,355) was just shy that of the new Bondfilm, $7834 (Euros 5,953), according to figures from Nielsen/EDI.
According to distributorFilmax, also a co-producer on the film, Perfume'sper-screen average exceeded Bond's by Monday. Perfume opened on 306 screensversus Casino Royal's 500.
"We went for a wide releasebut focused the marketing on this being a quality, concept film based on abest-selling novel," said Filmax head of marketing Carlos Rojano. The companyworked hand-in-hand with the local editors of the novel to bring it back out instorefronts and displays in some of
Rojano added that as aco-producer, Filmax has been working on creating awareness of the film in themedia since its shoot, which took place partially in
Casino Royale, meanwhile, marked the strongest opening weekend ever in
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