Why did Branagh's "Hamlet" have such a limited release in theaters?

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I read on the wikipedia page for Kenneth Branagh's 4-hour epic version of Hamlet (1996) that it was only released on fewer than 100 screens in the US and was ultimately not a success at the box office due to such a limited release.

So, why was its box office release so limited? It was a pretty major production, surely they expected to earn their money back on it somehow?

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Images: Mike B, Elina Fairytale, Yaroslav Shuraev, Mike B

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