I am surprised that it grossed $30 million. Where I live, the theatre playing AWITW was sparsely attended for its two-week run according to someone I know who works there. The night I saw it at the same multiplex, myself and a friend had the theatre to ourselves. We could, and did, talk aloud without disturbing anyone.
Still, I'd like to see the demographics behind the $30 million. Were most of them potential hikers? Would many of the moviegoers be inspired to try a hike of any length on the AT? Guess we'll find out soon enough...