Alex Gibney’s documentary “Musk” opened in U.S. theaters to a promising specialty average, while the director says Universal Pictures temporarily wavered on the film’s overseas rollout.
The opening number
Bleecker Street released the 3-hour-45-minute documentary on Friday. It grossed $68,900 across four locations, for a per-screen average of $17,225. In the specialty market, that is the number distributors and exhibitors watch first: it isolates audience demand without the cushion of a wide release footprint.
The sample is too small to call it a breakout. Still, a per-screen average above $10,000 in a four-theater run is usually enough to keep a documentary in the expansion conversation for the next weekend.
Universal’s overseas wobble
Gibney told The New York Times that Universal, which is handling the international release, did hesitate on those plans. Asked directly whether the studio wavered, he answered “Yes.” On the cause, he did not claim to know.
“Were they concerned that in this political environment, a film about the world’s richest man was problematic? Maybe, but you have to ask them.”
Universal’s public position has not changed. The studio said:
“We’ve always been committed to releasing this film, and our plans haven’t changed.”
Universal declined to comment beyond that statement. The film had already attracted legal threats from Musk’s side, and last month reports said it would get an international release despite that pressure. Gibney’s account suggests a gap between public confidence and private hesitation. For buyers, that gap matters: a title can trend globally while having an unclear path in individual territories.
The access problem behind the film
Musk declined to participate. Gibney said he and producer Jessie Deeter “reached out,” and Deeter had Musk’s cellphone number and email from two previous films. Her notes, Gibney said, drew a blunt reply: Musk wrote “Gibney is a douche” on Twitter. Musk has also called the film a “hit piece” and said “dogshit is worth more respect.”
Gibney said several friends and business colleagues refused to talk because “Elon won’t give you permission.” The film’s notable gets include Ashley St. Clair, a former girlfriend and mother of Musk’s 14th child, and Justine Musk, his first wife.
Why it matters for entertainment marketers
For media planners and distribution teams, “Musk” is a live case study in polarized content. The film arrives with built-in attention, a subject who amplifies the fight himself, and legal and political pressure in the background. That combination can drive searches and debate without guaranteeing a clean rollout.
- Use the per-screen average as an early demand signal, not a national result.
- Separate social buzz from committed release plans in each territory.
- Ask about advertiser sensitivity and clearance risk before buying against political documentaries.
Watch whether the four-theater start expands and whether Universal’s international dates firm up. The next data point will show whether the publicity is converting into bookings, or just noise.
Source: Variety
