"[W]hat you watch carefully and what you track are inside those numbers - where they're coming from, what's driving them, where they're growing. And we have been for the past four weeks both stunned into a kind of waking stupor, but also very proactively astonished at the numbers coming out of places like Little Rock, Arkansas or Fort Worth, Texas, or Pittsburgh or Columbus. The stereotype would be that you would continue to get huge grosses out of San Francisco, New York, and Los Angeles, etc. And then as you expand you'll get these smaller numbers from so-called "less sophisticated" markets. But, when you're doing $40,000 weekends on screens in Salt Lake City, you better catch up to reality fast! We're seeing this in every corner of America, and that's the real story." - James Schamus, producer for "Brokeback Mountain."