Steven Soderbergh's movie Bubble, released in cinemas on the same day it was shown on TV, made a "dismal" box office debut, Hollywood Reporter said.
Bubble stars Debbie Doebereiner in a toy shop murder mystery
The murder mystery earned $70,664 (£39,735) from 32 cinemas last weekend, the industry journal reported.
It was shown on US cable channel HDNet Movies and released on DVD on Tuesday.
"We wish the theatrical performance was higher, but the film experienced an increase in box office sales from Friday," said distributor 2929.
'Changes and evolves'
Film studios were concerned that releasing a movie on TV or DVD on the same day as its cinema release would reduce its box office takings.
But Erin Brockovich director Soderbergh said in September that it was time for the industry to embrace change and new models of distribution.
"Everything changes and evolves," he said. "We've got to get with it, embrace it and find a way to make it work."
The 73-minute movie Bubble, set in a toy factory, was made on a low movie budget of $1.6m (£900,000) using non-professional actors.
Soderbergh was keen to try a new approach to movie distribution
It was shown twice on US cable television on the day of its cinema release. Soderbergh had originally intended for it to be released on DVD on the same day, but it made its DVD debut four days later.
National Association of Theater Owners president John Fithian said "the movie has performed very poorly", Hollywood Reporter reported.
Despite media attention surrounding the film's experimental release that "generated tens of millions of dollars in free publicity... it failed in theatres," Mr Fithian added.
"It's important to note that this movie was designed for a niche audience," said 2929 Entertainment partner Todd Wagner.