Atlas Shrugs Off Bad Reviews, Does Boffo Merchandising BO

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By Richard Horgan Comment

Much gets written about motion picture merchandising deals, ever since a guy named George Lucas showed how profitable that end of the business could be. Today, in an article about the surprisingly strong first-weekend box office average of Atlas Shrugged: Part 1, veteran Hollywood Reporter staffer Paul Bond also reveals some interesting tchotchke info.

Apparently, the marquee item at the movie’s e-commerce store, a $159 bracelet like the one worn by Taylor Schilling‘s heroine Dagny Taggart (pictured), is already on back-order. Producer John Aglialoro says merchandise has been flying off the shelves to six continents. Just imagine if the producers were not limited in their facsimile activities:

When Aglialoro obtained rights to the movie almost 19 years ago, he also got rights to sell such items as T-shirts, mugs, posters, and even jewelry, though not dolls, video games, and other “interesting exceptions.”

The critically maligned film is set to expand this coming weekend from 299 to 425 theaters, and Agliaro tells Bond he plans to have it in around 1,000 U.S. houses by month’s end.