By the end of the first week up to Friday 24th, The Way, My Way had a box office gross of nearly $750,000 – from Australia and New Zealand.

That’s phenomenal.

I asked Paul Brennan, highly respected film industry veteran on the exhibition side of things, why is it working so well. Here’s what he wrote back:

THE WAY MY WAY is one of those rare events in screen success in that the feature is appealing to enthusiastic baby boomer audiences who still like to attend the cinema as well as the cinema owners and programmers who delight in screening to crowded sessions, especially Sunday to Friday in what would normally be considered off peak times.

Seeing THE WAY MY WAY is an elating passive emotional cinema experience which celebrates the humorous human condition for educated adults still wishing to be included in social life. It is also an inspiring sports film…it might be walking and learning and feeling, and that experience for mature adults is a valid part of their healthy lives.

THE WAY MY WAY validates how older people still see themselves, and especially the ache and repair of relationships. Even with their own body. By experiencing the journey as a screen vision, it certainly uplifts the viewer to participate in nature, effort and emotion to the point of heartfelt release by the 100^th minute.

Few films pass from maker to viewer with enthusiastic intergenerational audience result. Anyone from 25 to 85 can see themselves on screen, and often wish parents and relatives to reconnect. The word of mouth, essential for return visits and good conversation is a solid strike rate. Many viewers return, bringing neighbours and family with them. And on attendance multiplies. 

While mainstream blockbusters and exhausting cinema crowds dominate evenings and Saturdays, THE WAY MY WAY is the humble blockbuster providing profitable sessions at the counterbalance times of matinees and weekdays, a schedule which sees both ticket-buyer and cinema owner delighted at the access and the experience.

THE WAY MY WAY is not competing with any movie in the market; it is the competition itself in a parallel orbit. And everyone is happy. Hiking businesses would cheer and promote both the topic and the supply materials as working examples of their business aesthetic.

Similar rare unique release titles would be AS IT IS IN HEAVEN and THE WORLD’S FASTEST INDIAN.

Paul Brennan / ptbscreen.com.au