Not to sound like a dick (you've had more posts than me) but talking about money and business ( instead of the film or its quality ) seems a bit out of place here. Perhaps to save some time, domestic theatrical sales rarely account for anything when speaking in terms of independent cinema ( foreign presales probably make up the majority of the budget before production begins).
There are already plenty of topics discussing how much we all love Rian's movies
I'm not sure how totally open I can be about the answer, though.
I understand. The first time I saw clips of the film, and when I saw a couple of commercials on television, I had no problem seeing Bloom being a standard wide release that people would go in to see (that was actually my impression about until it actually came out). God knows advertising execs don't mind outright lying to consumers, they could have advertised it like an Oceans 11/Italian Job movie and been covered in a week.
Oh well, I happen to know that the 'rental only' strategy works quite well. At least on me. I've rented a ton of movies from Blockbuster doing that, mostly because they stick out more for being 'exclusive'. I also tend to talk about those movies more to others than standard releases. Then again, I don't think I've ever liked a single one of them, but that doesn't seem to have stopped me from still renting them. I can only imagine what a movie I actually loved might do.