That BBM became a commercial success came in spite of its independent art-house label attached to it as a "Focus" release, which is considered a specialty "label" by Universal. Had this film been marketed differently, I could have seen it running at gay movie week filmfests at art houses and quietly gone into obscurity, but it was handled better and managed to break through into conventional cinemas. Yes, it will break the $100,000,000 mark once worldwide audiences are calculated along with rentals and sales of the DVD, but I'm not sure that means ka-ching for the actors involved, especially Quaid who was a minor character anyway.