After a modest promotion, at the beginning of June, "Mr. Tree" had a limited release in four theaters in the United States.
A limited release is akin to testing the waters, with the performance used to gauge market direction.
If the limited release goes well, the number of screenings can be increased the following week; if not, to reduce losses, the distributor might consider ending the screenings early.
Of course, sometimes, even if the limited release has only mediocre results, if the theaters see potential in the movie, they might extend its run.
For instance, "My Big Fat Greek Wedding" had average results during its limited release, but the theaters believed in its potential, persisted with the screenings, and eventually the film grossed $370 million worldwide on a $5 million budget, becoming the surprise box office hit of 2002.
"Mr. Tree" earned $230,000 in its first week, with an average occupancy rate of 82%.
