While this film and its release schedule seems likely to affect only a tiny group of people (who, admittedly, will be incredibly happy), the small audience isn't a problem for 2929. According to Magnolia's VP of home entertainment Randy Wells, despite Bubble's "failure" at the box office, the total take from the theatrical and DVD sales, combined with PPV income, was about $5 million. Though that number is small compared to the profits pulled in by major studio releases, it's a huge success when one considers that the movie only cost about $1.5 million to make. Additionally, Wells maintains that releasing films on DVD and PPV or cable while they're still in theaters dramatically reduces advertising costs because the various releases can "draft" off of one another's hype.
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