NO DOUBLE STUFF: Doubling the number of Best Picture nominees to 10 didn't create twice the box-office gains. The 10 Oscar-nominated films generated $135 million at the box office between the nominations and the last weekend before the awards show. The comparable bump for last year's five candidates was $146 million.
MULTIPLE CAUSES: Attention for "Avatar" may have drawn audiences away from other nominees. And many nominees were out of theaters.
HAPPY ENDING? The story's not over. A nomination lasts forever, especially for a movie's sales on DVD, Blu-ray disc and TV.