They want to keep it alive as long as possible. They could release it wide and have it open big but drop fast, or they could drag it out a bit longer and keep the hype going, therefore making more money. I know what I would do. As much as I can't wait to see the movie, I'm sick of people saying they should just release it wide already. That would be kind of stupid on their part. After next weekend's release in over 100 theaters, I'd go with around 400 for the following weekend, then 600 the weekend of the 23rd (when SAW opens), and 1,100 October 30th, maybe even a bit more. If they keep playing it smart this could definitely become a 100 Million grosser. If they release it wide right away it may just do 45-60 Million. That's still fantastic, but not as great as it could do. Plus, once this goes wide there will be a backlash. From the sound of it mainstream moviegoers aren't going to care for it. They will trash it just like they did with Blair Witch.