Inverse shares a movie success story from last weekend: Coyote vs. Acme debuted to $15.9 million at the box office, beating out iconic director Ridley Scott's latest sci-fi adventure, The Dog Stars. This success has only continued since, and the worldwide box office currently sits above $22 million. Strong reviews and word-of-mouth are sure to keep viewers coming in, especially during the holiday weekend. What's impressive is Coyote vs. Acme had a limited marketing campaign that includes viral stunts. They photographed the movie's world premiere with a vintage Tasmanian Devil polaroid camera, and launched a phone number for the law firm suing Acme. ("If you've been injured by an enormous rubber band, press 7. If you've been injured by painted train tunnel that suddenly sprang to life, press 8...") And Cartoon Brew reports that Wednesday "the famously silent Looney Tunes star participated in an AMA on Reddit's r/movies, answering questions about his career, his relationship with the Road Runner, and the Warner Bros. executive who nearly prevented audiences from seeing his latest movie." In keeping with tradition, Wile E. delivered his responses through images of himself holding signs. The format produced several interesting and occasionally thought-provoking exchanges, but one obvious highlight came when a user asked: "Rumor has it that David Zaslav was paid off by ACME to cancel your film; what is your opinion on this?" Wile E.'s response was an image of the coyote glaring at the camera while holding a sign that read, "It's a limited number of signs," pulled from a scene in the film when Mr. Coyote first meets his eventual attorney Kevin Avery, played by Will Forte. Meanwhile, Boing Boing cites local news reports that a Southern California bird watcher Alexander DeBarros has actually captured a photo of a coyote holding a roadrunner bird in its mouth: In an incredible coincidence that is a movie publicist's dream, he snapped the rare, possibly unprecedented, photo on the opening weekend of the movie Acme vs. Coyote... In an even more incredible coincidence, DeBarros's father, Brian Mainolfi, is an animator whose first job in the field was working for Chuck Jones, the creator and director of the Roadrunner cartoon series. Cartoon Brew notes a Reddit user specifically asked the Coyote for his reaction to the news. Wile E. responded with some unexpectedly healthy advice: "We cannot judge our worth on the work of others." Aftermath calls the movie "a well made, deeply funny movie that pays a deep respect to the Looney Tunes in a way that Warner Brothers currently seems uninterested in doing."

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