If you’re in the US and Black Swan hasn’t played near you yet, it might be time to rejoice. Due to the continued success of the film, they are planning to expand to over 2000 theatres on Friday.

Credit to Fox Searchlight, if they had opened on 2000 theatres from the get go the film might have come and gone already. Some platform releases don’t work out as an audience is never found, but this is the perfect example of how to roll out and build awareness and buzz. Kudos.