According to weekend estimates so far, Brokeback Mountain is in the
all-time top ten in per-theater sales, and is
#1 for a non-animated film. It has grossed an estimated $545k so far, $109k per theater. According to
this chart, the average 2005 ticket price is $6.40 (including matinees). But given that Brokeback is only showing in NY, LA and SF, let's say it's $8.00? That would mean about 68,000 people, or 13,500 people per theater has seen this film. 13,000 people standing in line at each theater waiting to get tickets ... seems like a perfect opportunity to hand out literature.