From what I had heard early on, Brokeback Mountain was taking in more per screen than any of the other movies released around the same time. It wasn't making as much overall, though, because of the limited release.
I definitely think there's an audience for it, partly because of the novelty of it, partly because of the growing acceptance of homosexual values and culture, and partly because it was (according to reviews) a well-made movie.
No one should be forced to screen it or view it, obviously. And I definitely don't consider a theater owner choosing which movies he will show "banning". That's not even remotely accurate.
I just wonder, though, if this were a movie featuring a lesbian love story, would there be the backlash there is for this one? It seems that lesbian relationships are considered titillating enough that our moral majority can set aside their anti-homosexual stance and allow it to be a non-issue. There's still so much stigma surrounding male homosexuality.
PS - When it's out on video, I will rent this one.