Brokeback Mountain's eighth-place finish in the weekend box-office tally betrays its accomplishments. The groundbreaking film took in $2.4 million across just 69 theaters, an average of $34,194 per screening a record for a non-IMAX film with more than 50 playdates and is the first film since 1995 to crack the box-office Top 10 while in fewer than 100 theaters. "You can't do what we're doing [appealing to just] one demographic," a Focus Pictures exec tells Variety. "The notion that this is a 'gay film' is proving to be mistaken."