He also could have said he didn't believe the highly acclaimed movie was going to make enough money in conservative Utah. Or he could have said it all was a mistake.

But the Utah businessman and owner of the Utah Jazz has not said a word since last Thursday, when his theater company yanked the film from its lineup - less than two hours after Miller apparently learned of the movie's subject matter from a reporter.

Media professionals say Miller's silence has helped give the story international appeal and encouraged people worldwide to poke fun at Utah with negative stereotypes about the state's predominantly Mormon population. In Australia, Heath Ledger, one of the movie's stars, called the decision "immature" and told Australia's Nine National News that "personally I don't think the movie is [controversial], but I think maybe the Mormons in Utah do. I think it's hilarious and very immature of a society."

"In general, no comment is never a good strategy," said Melissa Clyne, president of Scribe PR and Marketing in Salt Lake City. "At the very least you need to explain yourself. It's his right to decide what he wants to run and what he doesn't want to run in his theaters. But if he isn't comfortable with the content of that film, he needs to say that. The 'no comment' is giving this story legs."

Tim Brown, partner with the Richter 7 advertising and public relations company in Salt Lake City, said in 25 years he has never recommended one of his clients refuse to comment to the media.

"I applaud Larry for everything he has done," Brown said. "But no comment is always interpreted by the public as, 'I'm guilty' or 'I'm hiding something.' We counsel clients that they always want to take an opportunity to explain the reasons behind their decisions or behavior."

Amid all the controversy, four Utah theaters - two in Salt Lake City, one in West Jordan and one in Park City - are all running the film. Four more theaters - in West Valley, Layton, Provo and Sandy - will be running the film by the weekend, said Jack Foley, head of distribution for Focus Features, which released the film.

Even though it is approaching one week since the movie disappeared from the lineup at the Megaplex 17 theater at Jordan Commons, Miller still should make a statement, said Cheryl Snapp Conner, partner of public relations company SNG in Draper.

"Even if it's tough news, it is better to be out with it. It wouldn't necessarily undo the damage that's already been done but it would help prevent the story from taking on further life of its own."

lesley@sltrib.com