The making of a hit movie

By Krysten Crawford,
CNN/Money staff writer

The making of a hit movie - Jun. 16, 2004:

"NEW YORK (CNN/Money) - Michael Moore could not have asked for a better buildup to 'Fahrenheit 9/11,' the anti-Bush flick expected to break box office records for a documentary, if he had tried. That's assuming, of course, he isn't trying.

Or is he?

Given the huge hype surrounding the controversial film, due out in theaters next Friday, some industry observers are left to wonder if this isn't just movie marketing at its best (and cheapest).

'It's fascinating the way he's playing the media,' said Brandon Gray, the editor and publisher of box office tracking firm BoxOfficeMojo.com.

This is unquestionably the golden age of documentary filmmaking. Eight of the 10 top-grossing documentaries have been released in the last two years, according to BoxOfficeMojo.com.

To his credit, Moore has directed three of them.

But unlike television broadcasters, theater owners don't answer to advertisers. Their job is to draw in the crowds.

And there's nothing like the smell of controversy to do just that."