TT3D: Closer To The Edge has smashed box office records to become the UK’s highest weekend box office documentary opener since Michael Moore’s Fahrenheit 9/11, grossing £312,998 over its opening weekend. Financed, produced and distributed by CinemaNX, the film follows key riders as they embark on the thrilling 2010 TT race on the Isle of Man, and explores what motivates these men and women to do what they do – to feel truly alive.
Word-of-mouth seems to be a big factor, and daily box office is steadily growing – Tuesday’s box office was the highest daily figure since the start of the bank holiday weekend. Supported by the UK Film Council, the exit polls from last week show a groundbreaking 96% top level favourable rating for the film from audience members.
CinemaNX chairman Steve Christian says, “This is a really good result that we’re all proud of at NX and Isle of Man Film. A smart distribution campaign carefully targeting both the core audience and a wider documentary-loving demographic is working. From our online Facebook and iPad/iPhone game which had over 3 million interactions and boosted early awareness, to careful guerrilla marketing to pretty much anyone who has ever had anything to do with a motorbike, we’ve managed to get the attention of cinemagoers and get them into cinemas on the hottest weekend of the year so far.”
The film was screened on 70 screens across the UK during its opening week. That number will almost double from Friday, bringing the total number of screens showing TT3D Closer to the Edge to 135.