“Some close to Sacha Baron Cohen point to Borat‘s amazing $31,607 per-playdate average as a sign the film had enough appeal for a wider release. But some distrib execs point to the still-low awareness — in the latest tracking, which reflects polling from over the weekend, just 57% of people were aware of the film, while 90% had heard of Santa Clause 3 — and argue that Borat will benefit by waiting a week for word of mouth to build before going out wider.” — from Gabriel Snyder and Ian Mohr‘s 11.6. Variety story. How is it possible that 43% of the public is still unaware of this film? What, are they living under rocks? Imagine the kind of brain you need to have, the non-interest levels in the outside world…amazing.