The breakout box-office success of the Matthew McConaughey movie “Mud” has surprised everyone — except independent film company Roadside Attractions, which has been nothing if not systematic in its marketing and release.
The Mississippi River-set coming-of-age drama has made nearly $17 million since opening back on April 26 and is easily the highest-grossing movie in the seven-year history of the company. All the more impressively, it's never played in more than 960 theaters.
"it's been an amazing ride," said Howard Cohen, co-president of with Eric D’Arbeloff at Roadside, which with Lionsgate Entertainment acquired and is distributing "Mud."
That ride isn't over yet.