According to the film moguls (as reported by the Chicago Sun-Times), the film had an "awful" marketing plan. However, it is expanding its showings from the original 299 theatres to more than 1,000 by the end of April. The $5,640 per theatre take on opening weekend is described by the Sun-Times as "hefty."
It seems that what the producers did was to look for people that would like the movie, so they targeted their marketing to people like us -- Tea Partiers, Libertarians, and Ayn Rand enthusiasts. Outside of Hollywood, I believe this is known as "niche" marketing.
I suspect that what baffles them even more is how a movie can succeed that is so contrary to their basic values. John 8:32 all over again.
And those "Rearden metal bracelets" are selling so well at $159 a pop -- worldwide -- that they are back-ordered until May 9.