The burgeoning world of on-demand/digital releases for feature films hit a big milestone this week. The dark romantic comedy Bachelorette — about three best friends (Kirsten Dunst, Isla Fisher, and Lizzy Caplan) on an epic pre-wedding bender — hit No. 1 on the iTunes Movies chart. It’s the first time a film has hit that benchmark before its theatrical release. Bachelorette, which premiered at the 2012 Sundance Film Festival, opens in select theaters on Sept. 7.
The accomplishment is especially sweet for the film’s distributor, RADiUS, which was created by The Weinstein Company earlier this year specifically to release films in non-traditional formats. Bachelorette was the company’s first acquisition.