Updated at 2:10 p.m. (PT) on Sept. 13, 2011 to include Sheinberg remarks that were in The Huffington Post.
One movie released nationwide on Sept. 9 , 2011, made box office history of the worst kind, according to The Huffington Post. The movie is “Creature,” which reportedly screened before an average audience of six people per showing.
Box Office Mojo called it the worst opening in history for a movie that opened in more than 1,500 theaters.
The film’s gross ticket sales figure of $331,000 is said to be the fifth-lowest opening weekend box office on record for a movie in nationwide release.
“Creature” is a low-budget horror movie directed by first-time helmer Fred Andrews. Marketing for the movie was minimal and here’s the fascinating backstory behind that decision.
According to the article, the lead producer on the film is the legendary Sidney J. Sheinberg, now 76. The story notes, "Sheinberg is widely credited as being responsible for ushering a young Steven Spielberg into the film industry, and he supported countless other classic films during his tenure as president of MCA, Inc. Today, Sheinberg serves as the vice chairman of Human Rights Watch, and co-runs a production company called The Bubble Factory, with his sons, Bill and Jonathan. The Bubble Factory was also responsible for such films as ‘McHale’s Navy,’ ‘The Pest,’ and the remake of ‘Flipper,’ among others."
Sheinberg and his sons make a conscious decision not to try and partner with a major studio on the film, and to do minimal marketing, the story says: "Sheinberg…explained that he had every indication that this experiment in distribution would pay off. Advance word on the film from test audiences was positive, and the film’s website had received over a million clicks in the weeks leading up to its release. ‘We wanted to find out can you open a picture on a profitable basis, without incurring costs that quite frankly are embarrassing,’ he said. ‘This is a film I wanted to see us make, in the category of something we could afford to do and finance ourselves.’ "
They did make a trailer — here it is: