Being in Heaven gets one more week at Palace

Michael Rowland (left) at the Being in Heaven launchThe independent self-development film’s season has been extended due to a positive response from the audience.

The original exhibition deal with Palace Cinemas included two sessions a day for one week (Jan 28-Feb 3), plus three Sundays to complete a month. It has now been extended until February 10, in addition to the Sunday screenings, and could be further extended.

Director Michael Rowland said he was not aware of the box office results; producer John Coroneos added that they won’t be released until the cinema run is completed and a report is presented to the investors, “so there are no misunderstandings for them”.

Rowland did know that Being in Heaven had performed “better than other films screening at the same time at Palace” and that Sydney had been the film’s best market, with 130 people attending the first evening session (followed by 102 in Melbourne and 74 in Brisbane).

“In Brisbane people wrote to me and said the audience clapped and cheered,” said Rowland. “A third week would be extraordinary, really. If we remain successful, Palace may keep running it on Sundays, for six months even.”

Rowland says the exhibition deal with Palace is just the first step in making Being in Heaven a profitable film, with plans to roll it out across the country through his company Wiseone Edutainment. The director added that the film’s DVD release is a priority as they’ve already had requests from people who want to watch it again, so he’s thinking of a model in which cinema screenings and DVD copies might be available simultaneously.

According to Rowland, negative reviews may have affected the film’s performance during its opening weekend.

“I don’t have any doubt of that. There were a couple of print reviews that were grossly unfair, and vicious even, from individuals who couldn’t realise that the film was aimed at particular audience and that cinema is not just about the ordinary violence and degradation of the human being that is usually celebrated,” he said.


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