What Goes Up Continues To Find Love

Even after opening in only five markets to mixed reviews back on May 28, What Goes Up continued (and continues) to capture interest and attention. In fact, some are even saying that slowly and steadily, Jonathan Glatzer's film is earning its place as an eccentric cult classic, one that might not have taken hold in the mainstream but has clearly acquired a highly devoted group of fans.

So who are these people? The growing audience seems to be made up of fans who enjoyed strong and unique performances from their favorite actors and those who have really taken to Jonathan Glatzer and Robert Lawson's quirky dramedy.

In the United States, they are people like James van Maanen who heartily recommended the film over Woody Allen's theatrical release of Whatever Works. And beyond the only country that enjoyed a limited theatrical release to date, more than 40 percent of the audience consists of a growing international community.

In fact, as the producers attempt to secure any last remaining rights, online interest in the film is swelling. This week, What Goes Up has three times as much traffic than the week before on YouTube. While Texas, Florida, and North Carolina (major markets missed by the initial release) are the source in the United States; Columbia, Egypt, India, Italy, Mexico, Peru, Saudi Arabia, South Korea, and the United Kingdom round out the most interest worldwide.

Part of the phenomenon can easily be attributed to Insider fans along with some of the most loyal Hilary Duff and other cast fans, including: Hilary One, HD Revolution, Hilary Records, Hilary Fan, Gossip Gander, among others.

What Goes Up also captured attention all around. Despite the unexpected unavailability of cast members leading up to the release, the independent release still managed to capture 14.4 percent of review readers. According to Movie Review Intelligence, the film's review value amounted to $226,000 despite mixed reviews being released early when compared to other films.

On the Internet, What Goes Up fared even better. It was the leading independent release during the week of its opening with 800 mentions every day, 25-50 blog posts per day, and more than one million views on YouTube (between the original account, new account, and fan duplications). Immediately following the release, the film maintained a 70 percent positive sentiment. All together, online interest placed What Goes Up better than most major multi-million dollar motion picture releases, earning ten times the attention direct to public than it did with reviews.

What does it all mean? What Goes Up seems to be one of those rare films that will attract more interest over time, which means it's well on its way to becoming one of those haunting cult classics that will be talked about long after most movies are forgotten. And according to the producers, they are doing everything they can to remember the fans too.

While many questions have been asked as to what is next for the film and soundtrack, time will eventually provide the answers. From the entire Insider team, thank you all for you support as well as some friendships made along the way. Good night and good luck.

What's Next For 'What Goes Up' Stars?

While the producers of 'What Goes Up' are still exploring options, the movie has been keeping pace as the DVD release continues to earn new reviews. The most recent review by Kelsey Zukowski at The Celebrity Cafe, which followed Britt Hayes' review at the Examiner, that says director Jonathan Glatzer could "easily have a career among other indie darlings."

As Glatzer is already working on another project with writer Robert Lawson, we thought it might be a good idea to catch up with some of the stars from What Goes Up.

Steve Coogan has been cast in three films, including Percy Jackson & the Olympians: The Lightning Thief; Eddie the Eagle; and Murder in Samarkand. However, the film that his fans are talking about is Alan Partridge: The Movie since Coogan mentioned it last May.

Hilary Duff has several movies in the making, but the role that seems to be capturing some attention is a multi-episode role on Gossip Girl as Olivia Burke, a movie star who is attending NYU to attempt to get a typical college experience. The first episode featuring Duff is scheduled for Oct. 5, according to the Examiner.

Josh Peck has been cast in a remake of the 1984 movie Red Dawn. He will reportedly play the role of younger brother Matt Eckert, which was originally played by Charlie Sheen. The film is slated to start shooting in September.

Olivia Thirlby will appear in the recently completed films New York, I Love You; and Margaret. She is also slated for The Manners of Madness and Parts Per Billion, both in development. In the interim, Thirlby has taken to the stage with Chris Pine and Chris North in Beau Willimon's "Farragut North." It runs through July 26.

Molly Shannon is still making headlines with Kath & Kim, which is the U.S. version of the hit Australian comedy about a dysfunctional mother and daughter relationship. While NBC announced there will not be a second season in May, Season 1 seems to be finding a new fan base since it became available on DVD this week.

What Goes Up DVD Consumer Reviews

Since its DVD debut on June 16, What Goes Up is continuing to find a foothold as fans and friends demonstrate their support of a film that some critics correctly said "marches to the beat of its own drum." So the Insider Team thought it might be fun to take time out and let consumer reviews on sites like Amazon, Internet Movie Database, and Netflix to talk about the film.

The producers have said, all along, that the reviews they were most interest in would be those left by the people who purchased the film. Highlighted below are a variety of the reviews canvassed since the films DVD release...

Amazon
“The director lands us where we need to be. But along the way, we are on ground which is just as unsettled as the characters who turn to ridiculous methods to lessen the pain of losing someone they loved in their lives. If you're willing to walk this unsettled ground, it's well worth the ride. The performances are outstanding, especially Steve Coogan and Olivia Thirlby. If, on the other hand, you need to be spoon-fed or for your plots to be singular and instantly identifiable, you will probably hate it. You kind of have to give in to it and then the doors open and the characters and the overall tone of the film resonates. It WILL make you laugh and cry.” — Dirk Diggler “painkiller”

“What Goes Up is a film that far exceeded my expectations for any new upcoming Hilary Duff films. She beautifully plays a character that seems to be searching for something to fill a gap that has been placed in her life by the death of someone she and her friends loved and worshipped. This movie seems to leave the Hollywood mold behind (very thankfully!) and shows us just how realistic life is, and how it's not perfect at all like most movies would try to make it seem. The other actors are fantastic as well, especially Olivia Thirlby and Steve Coogan.” — R. Bible Jr. “funny man”

“I think the writers did a fine job with this story and the concept of what makes a hero or maybe whether all of our heroes really aren't heroic after all. There were a few places that could have been tighter, but this film was never meant to be perfect, and for that I am glad. Kudos to Jonathan Glatzer on a uniquely different film. I love it.” — Ouija

Internet Movie Database
“What makes the movie special, are the beautiful moments that are scattered about the storyline and you can't help but be touched by them and feel for the characters involved! These moments come in bursts and they are funny and sad and plainly disturbing at times, but mostly – altogether Ironic...” — abhijitbond


“I don't often go for this genre of American drama (sorry, but I generally prefer European drama), but I do like Steve Coogan so thought I would give this film a go. Within 10 minutes I was hooked and embroiled into this little world that is so different and at times uncomfortable.” — jools_69

“At first, I wasn't sure where it was going... Up, down or just sideways. But soon, I realized the filmmakers were creating a world that resembled reality far more than almost any movie I've seen in that there are collisions between events, intentions, characters, loves, hates ...and the whole stew can be hysterically funny, odd, disturbing, heartbreaking and then funny all over again. In this way, I have to give the film enormous credit and gratitude that it does not try to be like every other movie. It does not talk down to its audience.” — CliffordBridigan

Netflix
“A really nuanced and likably all over the place coming of age tale for teens and adults alike. It brilliantly captures the insular wisdom and solipsistic cliquishness of a group of believably damaged outsiders who haven't the faintest clue of life on Earth beyond the "truth" of their own emotional landscapes.” — SW 1655753

“I thought this was a pretty good movie. Kind of dark but funny at times as well. Worth the time.” — MaxWebster

“Peck and Thirlby both give excellent performances as sad and confused teens mixed up in all the choas. Hilary Duff actually does a pretty good job. Coogan is hard to watch at some moments because of some of the decisions he makes throughout. This movie is better than I thought it would be because of the small roles and how sincere they were and how they put it all out there.” — Obesetrackstar

The next scheduled Sony release of What Goes Up will be in Australia on August 5. You can find a sneak peak of the new cover design for the Australian release at Hilary News. The Image above is a snap shot of an electronic proof of cover released in the United States.

Electrelane Finds Buzz From What Goes Up

Electrelane might be on hiatus, but the British all-girl alternative rock band recently experienced a resurgance in interest as a feature performer on the What Goes Up soundtrack. Even on iTunes, songs from the soundtrack have experienced periodic surges in popularity.

Since their 2007 appearance at the Anti-Trafficking Alliance at the Barfly in London, an event the band organized, the band has maintained a low profile. Even at their final event, Electrelane choose to DJ in lieu of performing, officially making their last performance as a band December 2007 in their hometown, Brighton, England.

Today, their eclectic sound had a definite impact in setting the tone for What Goes Up. In some ways it fits, as Electrelane was sometimes thought of musical misfits. Perhaps they were just ahead of their time.

Influenced by a wide range of bands Neu!, Stereolab, Sonic Youth, and the Velvet Underground, Electrelane’s unique sound earned them international attention and set the stage for the inclusion of their music in new mediums.

For What Goes Up, the band contributed four tracks to the movie’s soundtrack: Blue Straggler, Two for Joy, Cut and Run, and You Make Me Weak at the Knees. Each of the songs are featured on other Electrelane albums, capturing their artistic progression over the years.

Blue Straggler, featured on their first album, Rock it to the Moon released in 1991, enhanced the atmospheric feel prevalent throughout What Goes Up. With the 1986 shuttle launch as a background to the film, this instrumental space-rock track inadvertently reminds the audience of the looming launch.

Axes released in 2005, the third of their albums, featured Two for Joy. With an intro that feels like you are at a funeral, and with What Goes Up it is likely that you are, Two for Joy takes the audience from the funeral like progression and escalates us through the mourning process --from fear to acceptance, with lyrics like,

I have no sorrow
If I’m glad, oh! let me show it
The upbeat melodies of Cut and Run and You Make Me Weak at the Knees, from the albums The Power Out and No Shouts, No Calls, takes the audience full circle as life’s obstacles are overcome. Here, we are reminded of the comedy and joy that life can bring.

“What Goes Up definitely benefitted from Electrelane’s musical contribution,” said James Hoke, executive producer with Three Kings Production. “Their songs, in many ways augmented the progression of the characters within the film. Director Jonathan Glatzer, who chose every track, really nailed it here.”

While there has been little heard from Electrelane since their hiatus in 2007, many die-hard fans have told us that it’s great to see them resurface again. When asked if they have any messages for their favorite band, one fan said "Yeah, we miss you!"

R.D. Robb Is No Stranger To Daring Films

It's almost hard to imagine that R.D. Robb, one of the producers of What Goes Up, began his career as the precocious Scott Schwartz who double "dog" dared his classmate to stick his tongue on a frozen flagpole (and was later dared to do the same). But he did exactly that in the 1983 holiday classic, A Christmas Story.

Since, Robb had added more than 20 credits to his career as an actor, director, and producer, before being introduced to the What Goes Up screenplay. Although he was still overseeing production at a company called ZentAmerica, he immediately fell in love with the clever characters and then the undeniable passion exhibited by writer/director Jonathan Glatzer.

"From a creative standpoint, I always look for personal stories, interesting journeys, and nuanced characters. The screenplay had all of that," says Robb. "The making of the film was trying at times, but they all are for different reasons and circumstances. Throughout though, Glatzer was really great with the actors, coming from a background of directing theater."

The effort paid off, with all of the performances in this poignant independent film receiving nods for their contributions in one review or another. Most often described as a dramedy, What Goes Up also presented a different kind of movie making as it captured the chance relationship between a reporter and a group of adolescent social misfits. As perhaps best put by Pete Hammond from Hollywood.com, it "marches to its own surprising beat."

“Life contains both funny and tragic moments. So should any good film, no matter what the genre,” Robb said. "In a film like What Goes Up, it needs to strongly address both elements, but the comedy needs to carry us to make the tragedy work and pay off. It’s challenging to find that balance in tone, especially because there is a fine line.”

While the fine line of presenting a fishbowl glimpse of life seemed too daunting for some, What Goes Up has since captured a growing cult-like following of fans who appreciate the steady pace of the film. In fact, many of these fans say they are surprised at how the movie has a stronger and stronger impact with each new viewing. Robb attributes the repeat allure to the actors.

“It was great to work with so many talented actors in What Goes Up,” Robb said. “They were all so smart, talented and intriguing in their own right. Personally, I really related to Campbell’s character with all of his struggles, fears, and dilemmas.”

Part of reason, Robb recalls, is because he vividly remembers the events that led up to the shuttle tragedy in 1986. They were not watching the television because his English teacher chalked it up as just as another shuttle launch and there was work to be done. That all changed when a second teacher entered and handed her a note.

"The look on her face was sheer horror," Robb said. "She then told us there had been a tragic accident and pulled out the television. It was on every channel, and we all watched in shock. English didn't seem all that important any more."

The parallel, minus the hometown build up as seen in the film, is striking in that writer/director Glatzer and writer Robert Lawson never dwell on the shuttle tragedy. While the pending disaster might loom in the background, they offer an anti-climax that is much more true to life. While not every critic imagined it, people are often caught up in individual struggles that seem larger than life. And then, something suddenly and unexpectedly happens that overshadows all of it and forces us to grow.

The same could be said for Robb's work on this film. As a Hollywood veteran who has worn so many hats in the film industry, he says every new project strengthens his resolve and passion for film. Every project, he says, has encouraged his growth as an artist and a businessperson. And, What Goes Up is just one more brilliant stop in his film career.

In truth, "stop" is not the right word. Robb's newest project, Triple Dog, is already in post production. He is also working on a sports film about the triumph over tragedy for one high school football team in Pennsylvania; a dark comic noir film called Killer Joe, written by Pulitzer Prize winner Tracy Letts; and looking forward to working on a horror/thriller from the creators of Boogeyman, which is expected to be produced by James Hoke and Tony Miranda.

"Hey," Robb muses over the prospect of working with Miranda and Hoke on a film set in Las Vegas. "There are only two executive producers in Vegas for me, baby.”

Along with the executive producers of What Goes Up, Robb has long list of people he wants to work with in the future. They include: Daniel Day Lewis, Carey Mulligan, Sean Penn, Kate Winslet, Stephen Fears, Chris Young, Paul Greengrass, Michael Mann, and Anthony Mandler. And while this "short list" might cause some to wonder if any of them have been influential on his career, Robb says that honor will always belong to someone else.

"Oh, that would be my mother," smiles Robb. "She's encouraged me and supported me every step of the way." All the way, up.

Richard Vission Remixes "Any Other Day"

Grammy-nominated remixer/producer Richard Vission has been rocking dance floors around the world with his prolific remixes of Weezer, RadioHead, Timbaland, Prince, Lady Gaga, and Static Revenger. Most recently, he produced a radio remix of "Any Other Day" by Hilary Duff.

"Any Other Day" is an original single by Hilary Duff, which Robert Lawson wrote with her and Jonathan Glatzer. You can learn more about creation of the song here.

"Any Other Day" - Richard Vission Radio Remix Teaser

Although the remix is not currently available as part of the What Goes Up Movie Soundtrack, the original version is continuing to perform well in a growing number of markets in the United States. Amherst Records is expected to announce its intentions for an international release in the days ahead.

Any Other Day Continues To Earn Airplay

Hilary Duff’s single, Any Other Day, from the What Goes Up soundtrack continues to expand its airplay on stations across the country. Since being released in April, dozens of fans have promoted it on YouTube and supported the song with purchases on iTunes and Amazon.

The seductive meaningful song, which lends some final thoughts to the indy, What Goes Up, adds a mix of faith and uneasiness as it relates to tragedy. Like the film, the song asks we consider the events in life that shape us — the obstacles we must overcome in order to grow — and what they might mean. Or maybe, it asks if it means anything at all as we move toward a ‘higher place,’ as alluded to in Duff’s spellbinding vocals. Here's a rundown of new stations currently playing the single:

Any Other Day - New Airplay

KQID  Alexandria LA
WWKZ  Tupelo MS
KISR  Fort Smith AR
KCRS  Odessa TX
KIXY  San Angelo TX
WJMX  Florence SC
KUJ   Tri Cities WA
MusicChoice Satellite
WSTW Wilmington DE (test spin)

In addition to "Any Other Day,” the soundtrack presents a eclectic blend of artists. Included in the mix are never released songs by Innocent Bystanders, including "Kidz (Who Never Grew Up)," " Never Comin Back," and "Teenage Moments."

The soundtrack also includes the UK's all-girl band Electrelane with four tracks -- "You Make Me Weak At The Knees," "Cut And Run," "Two For Joy," and "Blue Straggler." Rounding out the mix is a 1999 digitally remastered version of David Bowie's hit "Heroes."

Other artists include Roddy Bottum, Al Sgro & The Brendan Hines, Jeremy Wall, and Anthony "Tony" Miranda. Miranda is also one of the three executive producers associated with Three Kings, which produced the film.

Bottum's contributions to the score have been cited by critics as deepening the emotion throughout the film. Bottum has said it's his finest score for any film. We hope you agree.

What Goes Up Released On DVD

What Goes Up, the poignant dramedy about a reporter and his encounter with a group of adolescent social-misfits struggling to understand life, love, and all the chaos in between, is available now on DVD from Sony Pictures Home Entertainment.

Hilary Duff leads an all-star cast in a film that follows Campbell Babbit (Steve Coogan) on assignment to a small New Hampshire town. After Babbit attempts to contact an old friend, he discovers his friend has died and abandoned an eccentric group of teens, including Josh Peck, Olivia Thirlby, and Max Hoffman. Molly Shannon also stars in this unforgettable indy.

What Goes Up has a run time of approximately 115 minutes, which is 11 minutes longer than the version released in theaters on May 28.

Find the DVD online and in stores today.

Amazon
iTunes
Sony
Target
WalMart
Borders
Barnes & Noble
“The film provides much to think about in terms of people who come into our lives, especially teachers, and leave such a lasting impact, or those whom we secretly fall in love with from afar. Finding it hard to say goodbye and dealing with raw teenage emotions... Hilary Duff provides a strong and surprising performance as Lucy who seemed to have the closest relationship with the late teacher.” — Scott Birmingham, Reel Fans

What Goes Up Ends Initial Theatrical Run

What Goes Up, a film about a morally challenged New York reporter (Steve Coogan) who learns life lessons from a group of dysfunctional students (Hilary Duff, Josh Peck, Olivia Thirlby), has completed its initial theatrical run in theaters, which was capped off at the Breckenridge Festival of Film last Friday. The film played to a very receptive full house.

"We're not ready to close out the possibilities of a second theatrical run or pursuing more film festivals in the United States even with the DVD being released on June 16," said James Hoke, executive producer. "We're also weighing our options to show the film outside of the United States, where fans have been extremely supportive. Some of these decisions will depend on the initial DVD sales, but we really want to expand the release and we still have another contest promise to fulfill."

Fans of many primary cast members have played an important role since the movie was first shown at 3rd Annual Buffalo Niagara Film Festival. At the theatrical premiere on May 28, fan art from two film promotions greeted guests at the event.

The VIP Premiere Loop from the Pacific Design Center

In addition to fan support, Olivia Thirlby has taken some media interviews to help the film. The most recent was published at Alloy.com. In the interview, which includes photos, Thirlby also speaks very highly of Hilary Duff.

"Working with Hilary was wonderful. I can't speak highly enough of her," Thirlby told Alloy.com "She's a very cool, very kind and incredibly genuine person in every respect."

On June 16, What Goes Up will be available on DVDs everywhere. Check back for updates and links on Tuesday.

What Goes Up Heads To Breckenridge

What Goes Up makes a last minute invitation to the Breckenridge Festival of Film. Originally established in 1981, the Breckenridge Festival of Film is one of the oldest in the country.

This year’s event features 62 independent dramas, short dramas, comedies, short comedies and documentaries films. In the spirit of filmmaking, the Breckenridge Festival of Film is a showcase for young student talent for four days, June 11-14.

"What Goes Up was invited by WNBC-TV Film Critic and “Reel Talk” co-host Jeffrey Lyons, along with his son Ben Lyons, the E! Network Daily Top 10’s film critic," said James Hoke."Lyons has been an outspoken and appreciated supporter of the film."

What Goes Up will be shown at 9 p.m. in the Skyline Theatre, Dillon on Friday, June 12. Breckenridge is located about 80 miles west of Denver, Colorado. For more information about the town and lodging, visit the Breckenridge site.

"There is no Festival like Breckenridge. A large indie presence, Colorado Premiers of Feature Films, up-close and personal with the stars but with a warmth and intimacy all its own... even if it snows in June!!!" says Jeffry Lyons. "We've been doing this for 27 years. We're Good At It."

What Goes Up ends its initial theatrical run in the United States on June 11, with the last day of screenings in Brooklyn, Buffalo, Boston, Las Vegas, and Moorpark, Calif. However, the theatrical run is far from over as the producers have setting their sights on several more options.

What Goes Up will also be available on DVD everywhere next Tuesday, June 16 in the United States and Canada. You can find it in stores and on shopping sites like Amazon and iTunes.

Ain't It Cool News Interviews Olivia Thirlby

Mr. Beaks from Ain't It Cool News, a film website run by Harry Knowles, caught up with Olivia Thirlby, age 22, for a brief phone interview about 'What Goes Up' and other projects. In the article, Beaks reminds readers that although at least one magazine has already called Thirlby a "next generation star" that she is far too talented and way too young for this to be her make-or-break moment. We agree.

In 'What Goes Up,' a movie Beaks calls crammed with incident, Thirlby still manages to set herself apart as the character Tess. According to Beaks, what makes Tess so interesting is that she attempts to be disaffected, yet represses just as much pain as anyone else in the film. The article is the first primary cast interview to be published. Here is an excerpt as it relates to what Beaks calls a "lovely performance" by Thirlby.

On The Phone With Olivia Thirlby

Beaks: Your character, Tess, is an outsider within a group of outcasts.
Thirlby: She is. She definitely is the least liked, I think. I don't think she has any real bond with any of her classmates. She probably manifests that in herself; I think she's a bit surly and unpleasant to be around, sort of a buzzkill. I think also she's keeping such dark secrets inside her, and that probably forms a sort of schism between her and other people. People can't even ask where she is or where she's coming from, so to save herself the pain, she probably just puts a divide between herself and everyone around her. She's an incredibly upset person. (laughs)

Beaks: Probably the least happiest person you've ever played.
Thirlby: She is definitely the singularly most unhappy, miserable, depressed and dark character that I've ever played.

Beaks: Those are fun to play once in a while.
Thirlby: Yeah, I wouldn't say "fun". Maybe "necessary". You learn something, I think. I learned plenty about my own recovery process because Tess weighed me down a little bit; it actually took me a few months before I felt normal again. That was my first experience with anything like that.

Beaks: When it came to relating to your fellow cast members, did you get kind of method with it and try to keep your distance from them on set? How into it did you get?
Thirlby: (laughs) I wish I could say I was that method, but I was working with a group of people who were too wonderful to ignore. I can't say that when I was on location I ignored the people I was working with. As far as for when I was on set, I didn't do much socializing. I would usually hole up in my trailer and draw these really awful, dark sketches about abortions and dead teachers and stuff like that. Because Tess is an artist, I had a sketchpad and I tried to draw stuff a lot. So I would spend hours in my trailer making these really dark, horrific drawings and writing poetry that was really bleak. (laughs)

Beaks: (Laughing) That sounds pretty method to me!
Thirlby: Yeah, but at the end of the day when I took off eyeliner... I mean, it's really fun to be working in a really large crew of young people who are all so wonderful. Josh Peck, of course, is my old buddy. We actually found out that THE WACKNESS got into Sundance while we were working on [WHAT GOES UP]. And Max Hoffman... there are a whole slew of amazing Canadian actors, and we all spent quite a lot of time together.

For the rest of the interview, please visit Ain't It Cool News. The interview includes Thirlby's thoughts on the independent films, a chance run in with Judah Friedlander, and her next appearance in a film with Jeff Daniels and Lauren Graham, which is due out later this month.

What Goes Up Adds Boston And Brooklyn

Shortly after respected critic Jeffrey Lyons (WNBC) backed What Goes Up on Lyons & Biles Reel Talk and said he liked the film, the executive producers of What Goes Up made the decision to announce the opening of two more screens on June 5.

The new cities, Boston and Brooklyn will be introduced as several screens in Chicago, Los Angeles, New York close on June 4.


Brooklyn, New York — Playing June 5 - June 11
Cobble Hill Cinemas
265 Court St
Brooklyn, NY 11231
718-596-9113
Cobble Hill Theatre

Boston, Massachusetts — Playing June 5 - June 11
Somerville Theatre June 5 thru June 11
55 Davis Square
Somerville, MA 02144
617- 625-5700
Somerville Theatre
For a complete listing of times and locations for What Goes Up, please visit the current schedule.

Hilaryfan.com Contest Winners Announced

As a thank you to the members of Hilaryfan.com for their early support, we hosted an exclusive contest for their members to win signed What Goes Up movie DVDs, soundtrack CDs, and posters. The contest asked members to make something connected to the film, fan forum, and otherwise demonstrate they were the ultimate Hilary Duff fans. Many of the entries captured their passion and creativity as ultimate fans.

HIlaryfan.com/What Goes Up Contest Winners
First — "Hilary Fan Video" by Nick

"We asked members of Hilaryfan.com to make something or do something that demonstrates they are the ultimate fan and this entry clearly did that," said James Hoke, executive producer. "We thought it was amazing that his entire bedroom shows his love for her and he was willing to share it."

Second — "What Goes Up Calendar" by Marte T.



The producers felt that the full calendar demonstrated some exceptional design skills, and wove in the entire cast beautifully. To view the complete calendar, please visit the link here.

Third — "What Goes Up Online Magazine" by Ric


Hilary Duff Online has always been a graphically compelling site for Hilary Duff fans, but the What Goes Up online magazine (and lead-in to his Web site) is a remarkable summary of the film, including a statement from fans. Appreciated!

Fourth — "What Goes Up Fan Blog" by Rodolfo Gual Gurrola (Torreon, Mexico)


Rodolfo created a What Goes Up fan blog and showcased his collection of Hilary Duff memorabilia. You can read the blog here.

Fifth — "What Goes Up Banner" by Caroline K.


Artfully designed with an original look, Caroline presented a unique treatment for the movie poster. You can see it posted here and a larger version here.

Honorable Mentions

"Movie Poster" by Logan from Newark, Ohio


"Screen Saver/Power Point" by Josh


"Supporting Hilary" by Silvia C. (Mexcio)


"What Goes Up" poem by Angela M. (Toronto, Canada)

What makes a great movie?
Hilarious jokes that make up a comedy? Hilaryfan.com members with their ongoing support that spread the news?
An excellent portrayal by an actor?
Those are just three things

Great movies aren't easy to come across
Oh my gosh, have I ever found an excellent one
Even though I love anything and everything Hilary Duff...
Something about this movie makes it all the more 'awesome'

Unless you're crazy...
Party up - What Goes Up rocks!

"Hilary Exclusively" by 28symptoms


These submissions will be permanently featured here and included along with art from other fans and promotions as a part of a production notebook being compiled by The Insider Team. A special thanks to the Hilaryfan.com for allowing the contest and your continued support of the film that Pete Hammon of Hollywood.com calls "darkly funny" and a "2009 sleeper."

First Look: With Director Jonathan Glatzer

Last night, Jonathan Glatzer, director, and Robert Lawson, co-writer, enjoyed a tremendously successful VIP Premiere at the Pacific Design Center with several hundred people in attendance, including Aubrey Mozino (Blythe), Max Hoffman (Fenster), and other cast members.

There, and at the after party that immediately followed, scores of fans and filmmaker guests greeted their first glimpse of the film with an extended applause. This initial success proved especially worthwhile as the film opened today with 16 screens across the nation, including Buffalo; Chicago; Las Vegas; New York City; and Moorpark, California. (You can also find listing by visiting the Facebook Group page, which includes event listings and links for each city.)

In the clip below, complete with never before interview with Molly Shannon, Glatzer provides his personal insights into the film as well as the cast and crew who made it possible. This First Look is longer than any other, with a run time of more than seven minutes. Enjoy!

First Look: Director Jonathan Glatzer with What Goes Up

"The VIP Premiere provided us a high note that we don't intend to let go of. We are already looking to add two more cities in addition to the one night showing for our Hometown Hoopla contest winner so that more people can see the film as intended — on the big screen," said James Hoke, executive producer. "While the reviews have been mixed, we have been met with nothing but great feedback from fans, indie film lovers, and people who are looking for something different than the most typical movie formulas."

In truth, the reviews have not been all critical as mistakenly reported by some. And, even among the harshest critics, several reviewers have given the movie high marks for select performers and memorable moments throughout the film.

What Goes Up Reviews That Deserve More Attention
"It’s wonderful because it’s so true to life because most funerals are (or should be) filled with equal parts tears and laughter. It’s exactly what WHAT GOES UP strives to be — a funny movie about death, a sad movie about life. Most of the time, it works." — Kate Erbland, GordonandtheWhale.com

"Yet despite the contrivances and frustrations (and there are more than a few), there's also something endearing -- and, occasionally, achingly poignant -- about "What Goes Up" and its gallery of valiant misfits." — Carol Cling, Las Vegas Review-Journal

"There's some nice filmmaking tucked inside "What Goes Up," a muddle of moods and intentions." — Manohla Dargis, The New York Times

"I'm happy to say that despite faux-dark comedies like Juno, the rumors of the "quirky" movie's demise have been greatly exaggerated. What Goes Up starring Steve Coogan and Hillary Duff, brings back the uncomfortably dark comedy with a vengeance." — Alex Dorn, UGO.com

"I think you’ll enjoy the movie - Hilary Duff has shown a whole new side to us in this film, which is always her goal as an actress. I hope you get a chance to see it in the theater - but if not, I’ll let you know when it officially comes out on DVD!" — Arieanna Schweber, HilaryNews.com

Behind The Film 'What Goes Up'

For Jonathan Glatzer, winning the best film award for 'Prix Fixe,' a 28-minute short released in 1997, must seem a lifetime ago on the day before his full length feature film What Goes Up is shown at the Pacific Design Center before opening in six major cities.

Back then, he had directed Oscar nominee Douglas McGrath and Tim Blake Nelson. This time around, he directed a cast of brilliant performers including: Steve Coogan, Hilary Duff, Olivia Thirlby, Josh Peck, Molly Shannon, and a dozen other young and talented actors.

"Being around this young cast, I felt younger and much older at the same time," recalls Glatzer. "Younger because they brought an energy and commitment that has not been dampened by cynicism; older because sometimes I had to act like the mature one on the set. But only when I absolutely had to."

According to Glatzer, the script, which he originally worked on with Robert Lawson as a stage play, had a long history of what some might call moments of maturity. While it attracted champions, the number of characters and locations called for a bigger budget than many producers and studios would have considered from a first-time director.

And then, even after the financing was locked, it became even more challenging than Glatzer expected. The result, two weeks before principal photography, was a tight budget and fewer shooting days. It took some additional tenancy for the first-time executive producers at Three Kings Productions. And, of course, the cast.

"It all came down to having a truly great cast, talented and deeply cool, to make it possible for us to accomplish this film," says Glatzer. "When your budget has you by the edge of a knife, your cast makes the difference. Their performances were all wonderful."

The cast originally came together in a few short months, with Coogan being among the first to meet with Glatzer after reading the script. Duff, who was recommended by John Cusack, came on after noting a personal connection between herself and Lucy. And Shannon joined after hearing how she had enamored Glatzer during a screening of Mike White’s “Year of the Dog.” He still insists she should have been nominated for an Oscar.

"When I saw Olivia Thirlby’s audition tape, I was completely blown away; I still am," he said. "And Josh Peck, who was originally cast as the character Fenster, is one of the best, if not the best, actors of his generation."

Nearly everyone agrees. Many reviewers, even those who have been hard on the film, have given props to the performers. Even more so than reviewers, the film's first outing at the Buffalo Niagara Film Festival won the "Audience Award."

"I think they walked away with what I wanted them to ... love for the characters, but the kind of love you might give begrudgingly because they are not without flaws," he said. "Just like this film, there is no ‘wrapped with a ribbon’ resolution or perfect plans or moments of unadulterated triumph."

Glatzer says that if there is any message, then it must be exactly that. There is pain, he says, not only in loss, but in every interaction between us all. He believes that is one of the reasons we look for heroes; each of us is trying to find ideas that are larger than ourselves, even if that sometimes means disposing of inconvenient truths.

It happens in everyday life, he says, and on the grand scale. It happens with groups of young people, in their teens, just like those brought to life in the film. Sometimes, kids have one adult in their lives who shines. But if they die, it leaves a crater in their lives that needs to be filled with whatever seems within easy reach and most convenient.

Glatzer began his career in theater as a director, staging productions at such venues as the Oxford Playhouse in England, Shakespeare Theatre in Washington D.C., and The Ensemble Studio Theatre in New York. He then moved on to work as a writer for Touchstone Television, Fox Television, Warner Brothers, Good Machine, and Industry Entertainment.

In addition to film, there is another interesting footnote on Glatzer's resume. He was an alternate for the U.S. men's fencing team for the 2000 Summer Olympics that was held in Sydney, Australia.

Glatzer will also be featured this Friday in an extended First Look video.

BlogCatalog Contest Winners Announced

A few weeks ago, the producers of What Goes Up held an exclusive contest on BlogCatalog, which is leading social network for bloggers on the Internet. BlogCatalog members did not disappoint in developing several unique and creative promotional materials using a variety of media. See for yourself.

BlogCatalog/What Goes Up Contest Winners
First Place — "Countdown" by The Polybore Press

While the first place entry submitted by The Polybore Press was titled "What Goes Up Movie HD," the producers have been affectionately referring to it as the "Countdown" video since they first saw it (and thus, the name change). In addition to combining several elements from the film and BlogCatalog, the promotional video is driven by a portion of “Blue Straggler” by Electrelane, which is featured on the What Goes Up soundtrack.

The video first appeared on YouTube and then on the Polybore Press blog. It will be shown as a lead in to the film at the VIP premiere in Los Angeles.

Second Place — "What Goes Up Campaign" by Joren M.

The bus stop shelter is only the the beginning of this campaign. Joren has been busy introducing Holland to What Goes Up with promotional material ranging from small posters to bus stop shelter signage for the better part of a month.

In addition to promoting the movie across The Netherlands, his original treatments of signage, posters, single CD covers, and T-shirts have been shared across the Internet. You can see most of this campaign material featured here. Or, anywhere in Holland. Seriously!

Third Place — "Obi-Wan Kenobi" by Omar M.

Omar M., the 22-year-old who authors Random Nothingness, found himself entertaining a lifelong dream to create movie posters as he worked on his submission. And, according to his post, his submission was called "Obi-Wan Kenobi" because this is his "only hope. (ha!)" The producers appreciated how he adapted the title treatment arrows into the poster design.

Fourth Place — "Imaginary Book" by Meki.

Meki (also known as WagerWitch on BlogCatalog) has a hobby that includes creating fictional book covers for family and friends, and designed a future book cover for an adaption of the screenplay written by Jonathan Glatzer and Robert Lawson. Considering Meki had never seen the film, the producers thought it was intuitive to include the coffin about the title. You can see the work on the new The Choice Movie Reviewer too.


Fifth Place — "Joy is What Goes Up" by Footiam.


Footiam wrote a comparative contrast post that expressed his displeasure for price increases but hope for a future theatrical release of What Goes Up in Malaysia. "It is not simply a joy for Americans who will get to see the movie first but I do think it would be a joy for just anyone who gets the opportunity to watch the movie," he wrote.

Honorable Mention — "Flying Girls And Talking Dogs" by Tony H.


Although Tony didn't make the submission deadline, The Insider Team gave him an opportunity to finish his work on an animated Flash file. While quirky, it successfully presents a series of unexpected events. See for yourself.

Congratulations to everyone who participated!
These submissions will be permanently featured here and included along with art from other fans and promotions as a part of a production notebook being compiled by The Insider Team. Thank you for your continued support of the film that Pete Hammon rightly calls "darkly funny" and a "2009 sleeper."

What Goes Up Ads Go Up Next Week

In the weeks ahead, What Goes Up marketing efforts will become apparent in select cities as the film nears its May 29 opening. Cities include: Buffalo; Chicago; Moorpark, Calif.; New York; Las Vegas; and at the Laemmle Theaters and Culver Plaza Theaters in Los Angeles.


"The television spots are very targeted so we could maximize our budget," says James Hoke, executive producer. "Some of the film fans and cast fans will never see the commercial or the print advertisements because a national buy just doesn't make sense for a movie with a limited opening. That might change in the weeks ahead ... you never know."

Hoke said there will be some national exposure however. Many of the reviewers who have seen the film at screenings are waiting until opening day before publishing their reviews. There are a number of brilliant and positive reviews for What Goes Up waiting in the wings, he said.

Pete Hammond, Hollywood.com, who is the same reviewer being exclusively featured on Angels & Demons movie advertisements, gave the producers an early quote from his review. He calls What Goes Up a "2009 Sleeper".


"When we look at the number of conversations about this limited release vs. any national release opening the same weekend, we are either on par or beat them outright," says Hoke. "We also have a broader appeal among certain demographics going into our opening week, easily ahead of any other film remotely close to our genre. Given the budget, we accomplished more in seven weeks than most films accomplish in a year. And, through it all, we steadily increased our international exposure so we can look at other countries toward the end of June, thanks to the most supportive fans ever."

Hoke adds that while it is anyone's guess what will happen on May 29, he remains confident given that What Goes Up had to add a second sold out screen during the festival opening before it went on to win the Buffalo Niagara Film Festival "Audience Award." Recently, a last minute promotional screening from Campus Circle also sold out so fast that the producers didn't even have to promote it. The advanced screening had just as much interest as a heavily promoted horror film opening that weekend.

"When you are working on any film, it's easy to get caught up in these numbers and those numbers," says Hoke. "But at some point, as Rich Becker likes to remind me, it's not about us. It's about the fans. Whether your favorite is Hilary Duff or Steve Coogan, Olivia Thirlby or Josh Peck, Molly Shannon or newcomer Max Hoffman, their performances will not disappoint. Neither do the people we've come to know online."

Next Monday, the production blog will feature the work of BlogCatalog members. Several entries will also be shown at the upcoming invitation only VIP Premiere.

VIP Premiere Contest Winners Announced

Earlier this morning, executive producers James Hoke and Anthony Miranda personally called a fan to deliver the news. Khizer P., a 19-year-old from Ottawa, Ontario, had won round trip airfare for two to Los Angeles, hotel accommodations for two nights, and tickets to attend the private VIP premiere of What Goes Up and an after party.

"Anthony was writing about memorable moments yesterday," says Hoke. "Well, we both agree that this was one of those. After speaking to Khizer on the phone, it was immediately clear that we selected the right person to enjoy this once-in-a-lifetime experience."

Khizer, along with about 250 other entrants submitted 100-word (or less) letters deliverable by May 18. They were then narrowed to 17 and reviewed a second time by the filmmakers. Here is the winning entry, which was 100 words, exact.

Hilary Duff is more than a celebrity; she’s a role model who has helped me get through the deepest struggles in life. In 2007, I went to give my grandma breakfast when I heard her take her last breath. Having no one to lean on, Duff's self titled album became my companion through this struggle. Attending this premiere will not only give me the opportunity to thank my role model for greatly influencing my life, but will allow me to see a movie that emphasizes how one event that occurs on a day like “any other” can change life forever.

Today is any other day, and for all the right reasons. Congratulations!

Complete Winners List

First Place

Khizer P. (Ottawa, Ontario, Canada)

Second Place

Matt M. (Toronto, Ontario, Canada)

Third Place – Tenth Place

Justin M. (Cambridge, Mass.)

Kayla N. (San Diego, Calif.)

Marta M. (Madrid, Spain)

Alexandra C. (Manchester, New Hampshire)

Songkran C. (Chongnonsee Yannawa Bangkok, Thailand)

Victor G. (Maceió, Brazil)

Chris T. (Hamilton, Ontario, Canada)

Mark F. (Sydney, New South Wales, Australia)

Like the first place winner, Matt M. will receive a prize pack to include a DVD, CD, and poster, all signed by various members of the cast and crew. All other winners will receive a poster signed by the producers. In the event they do not respond to their notification, other winners will be selected.

Today also marks the last day of the BlogCatalog Exclusive. For all promotions, click here. Several are still open, and the Insider Team has been asked to keep a look out for What Goes Up fans who live in the Los Angeles area. (We wonder why?)

A special thank you to everyone who entered! Your letters will be forward along to the cast or crew you wrote about. So, in many ways, everyone is winner today.

Anthony Miranda Talks What Goes Up

Probably the most common question I've been asked since our first public showing at The Buffalo Niagara Film Festival was "if you could do anything over again, what would you do?" I never have an answer, because I do not believe in doing anything over.

We learn from every event in our life and everything happens for a reason. To do over any one thing would change the series of events that have occurred and would affect this wonderful journey we are traveling.

I mean, why would I want to miss out on the amazing experience at The Buffalo Niagara Film Festival? It far exceeded my expectations to say the least. I never expected a proclamation from Buffalo Mayor Byron Brown that declared May 8 as Anthony Miranda Day. But he did. And it was overwhelming.

The best way I can describe it is to say “you really had to be there." Yeah, I know it's cliche, but because of all the support from Buffalo we not only sold out one screen — but two screens!!! When that happened, all of the local news channels covered the event. We had a VIP list that ran up well into the hundreds. The positive energy in the lobby was evident to everyone. And what was really hours, felt like mere minutes. I will remember it for the rest of my life and that's not easily said.

I've been a professional musician my entire life and taught percussion on the college level since 1980. I was 22 years old when I first taught college, and taught privately before that. I've had many unforgettable moments in my life, performing with Gladys Knight, Johnny Mathis, Robert Goulet, Milton Berle, Natalie Cole, and Madonna. Add to that several hundreds of recordings for television and film over the past 25 years.

The difference between being an executive producer and a musician or composer is tremendous. When in the recording studio working on music for film, you are one component in the entire movie.

The music in any film is clearly very important but is just one piece in this complex movie structure. As executive producer, you have to deal with every component from beginning to end. We’re lucky to have had James Hoke on board. He made it easy!

Of course, I had the opportunity to enjoy the best of both worlds. The music selection was mainly chosen by Jonathan Glatzer. However, when composing, for example, the rooftop cue, I had some ideas in mind. So I recorded them in the studio and sent the wav files over to Jonathan.

We fine tuned the tracks based on what he was looking for and then repeated this process with the marching drum cadences as well. Of course, composer Roddy Bottum did the underscore for the film. Working with him was amazing. He is such a great talent and a wonderful person. Things just flowed and happened.

One of my other favorite moments, working on the film, was the feeling of the final wrap of the production. It happened on a Saturday morning, after a very long, cold night of shooting.

I was able to enjoy the moment with my partners James Hoke and Joe Nahas; my daughter Lindsay Maureen was there too. For the soundtrack, there was another one.

It was when “I heard the news” (pun intended) that Hilary Duff made the commitment to record “Any Other Day” for the film and soundtrack. David Parker and Lenny Silver of Amherst Records worked so hard in making the entire soundtrack a successful reality. I am very grateful for them believing so strongly in What Goes Up.

I am also grateful for those talks I enjoyed with Molly Shannon on set and that warm smile Hilary always seems to carry around with her. And, I’m also grateful that I had an opportunity to use my Fingerstix invention for the soundtrack. They really create a whole new dimension in sound and creative expression, which was important for a film like this. I included a link to an old clip in this post to give you an idea of what can be done with them. Enjoy it!

All in all, the entire event has been like riding one of the highest, fastest roller coasters around. There are some amazingly fast ups and downs, thrusts left and right. You really cannot predict any of it, but you always want to get back in line and do it again!

We’re lucky, I suppose, because even though it felt like a down a couple days ago, we’re racing back up again. For that, I credit the genius of James Hoke. He keeps the challenges to the minimum and solutions to the maximum. On any independent film, you really need that to keep it together. He keeps it together. Him, and the fans.

I’m grateful to be able be able to share a little slice of my experience with the film and soundtrack with all the people who visit the production. Thank you all for jumping on the roller coaster with us. To me, you are the best!

A Theatrical Update From James Hoke

The first time I wrote a post for the What Goes Up Insider blog, we had high hopes. We still do.

Yet, as I mentioned then, independent releases face schedule changes all the time. And while we’ve been careful not to release information unless we are at least 90 percent certain, we’ve met some unexpected obstacles. Many of the cities that we included in our original plans did not have theaters available for a May 29 opening.

As a result, we’ve had to change the initial opening from 10 to six cities. And, one of those cities is different than those we included in our original plan. Here are the updates for today...


Chicago — Opening May 29
Wilmette Theater
1122 Central Street
Wilmette, Illinois 60091
847-251-7424
Wilmette Theater

Moorpark, Calif. — Opening May 29
Moorpark Cinemas 3
543 West Los Angeles
Moorpark, California 93021
805-552-9152
Moorpark Cinemas 3

We are still opening in Buffalo, New York, Las Vegas, and Los Angeles as planned. And, we’re hosting our Hometown Hoopla contest to win a one night showing in the winner’s city.

While there is a chance we will be opening in other cities after May 29, we don’t want to release any possibilities and have them fall through. After all, we were the ones who pushed for a theatrical opening for fans; the last thing we want to do is create any disappointment.

I know some of you had hoped What Goes Up would be coming to your cities on May 29. I am sorry. Please keep in mind, the release is a long way from over.

To end on an exciting note, we received approximately 250 entries for the VIP Premiere Contest. We’ll be announcing the winners as soon as we are able to contact them tomorrow. Good luck!

First Look: Josh Peck In What Goes Up

Nobody expected that Josh Peck, a stay-indoors kid born in the Hell's Kitchen area of New York City and raised alone by his single mother and maternal grandmother, would be so inspired by sitcoms that he would pursue stand-up comedy at age eight and engage in children's musical theater by the time he was nine. He did, and at age 14, Peck was offered a role on Nickelodeon's The Amanda Show.

In What Goes Up, Peck plays Jim, a troubled teenager who comes across as a repressed voyeur who eventually reveals himself as a deeply wounded boy looking for affection while struggling to find his place in life. In this clip, complete with two scenes, Peck talks about the frailty of people and how his character is trying to prove himself as a young man. At the end of the clip, Peck embarrasses writer Bob Lawson, who can be heard laughing on camera.

First Look: Josh Peck in What Goes Up


Peck has appeared in dozens of television shows, most notably Josh & Drake, and movies that include Drillbit Taylor with Owen Wilson, Merry Christmas, Drake & Josh, and The Wackness, which received critical attention after winning the Audience Award at the Sundance Film Festival. He also received a special distinction award as part of the ensemble in the 2004 film Mean Creek.

Peck most recently completed voice work as Eddie for the third installment of Ice Age: Dawn of the Dinosaurs. He has also been very outspoken about "Darfur Now," speaking out against abuses to human rights.

Win A One Night Screening In Your Hometown

The producers of What Goes Up are pleased to announce the opening of the What Goes Up "Home Hoopla Contest" to win a screening of What Goes Up in your hometown. The first place prize includes a one night showing in your hometown (U.S. only) with complimentary admission for the winner and up to ten friends in June. The remaining seats will be open to the public for regular admission.

Write a letter, record some audio, or make a video that shares something about you, your hometown, and any compelling reason to host a one night screening in your hometown. The winner will also receive a prize pack that includes a DVD, CD, and poster, all signed by various members of the cast and crew. (Receivable when made commercially available to the public.)

Hometown Hoopla Contest

The Contest. Write a letter, record some audio, or make a video that shares something about you, your hometown, and any other compelling reason to host a one night screening in your hometown.

How To Enter. E-mail the letter or submit a link to your audio or video submission to whatgoesupinsider@gmail.com before May 25 and include "Hometown Hoopla Contest" in the subject header of the e-mail.

Prizes.

First Place. A one night public screening in your town or city, with up to ten free tickets for you and your friends and other prizes as noted above.

Second Place. Prize pack to include a DVD, CD, and poster, all signed by various members of the cast and crew. (Receivable when made commercially available to the public.)

Third – Fifth Place. A theatrical movie poster signed by the producers of the film.

Promotion Period. The Promotion begins at 7 a.m. EST on May 13, 2009 and ends at 12:01 AM EST on May 26, 2009, when all entries must be received.

The first place winner must agree to identify the theater of their choice in their hometown (or nearby town) and work with the producers to help find a venue if that theater is not available. The official rules follow in the comment section of this post. Entering this contest does not preclude an individual from entering any other promotion.

Win A Trip To The Theatrical Premiere

The producers of What Goes Up are pleased to announce the opening of the What Goes Up “VIP Premiere Contest” to win two tickets to the theatrical premiere in Los Angeles on May 28.

Write a letter that shares why you are a fan of any cast member and what attending the premiere would mean to you in 100 words or less for your chance to win round trip airfare for two people from anywhere in the world, hotel accommodations for up to two nights in Los Angeles, transportation to and from the hotel to the Pacific Design Center, and an exclusive invitation to join the after party. The winner will also receive a prize pack that includes a DVD, CD, and poster, all signed by various members of the cast and crew. (Receivable when made commercially available to the public.)

VIP Premiere Contest

The Contest. Write a letter that shares why you are a fan of any What Goes Up cast member and what attending the premiere would mean to you. Your letter must be limited to no more than 100 words.

How To Enter. E-mail your letter to whatgoesupinsider@gmail.com before May 18 and include " VIP Premiere Contest " in the subject header of the e-mail.

Prizes.

First Place. Trip for two to Los Angeles to attend the theatrical premiere and other prizes as noted above.

Second Place. Prize pack to include a DVD, CD, and poster, all signed by various members of the cast and crew. (Receivable when made commercially available to the public.)

Third – Tenth Place. A theatrical movie poster signed by the producers of the film.

Promotion Period The Promotion begins at 7 a.m. EST on May 11, 2009 and ends at 12:01 AM EST on May 18, 2009, when all entries must be received.

The official rules follow in the comment section of this post. Entering this contest does not preclude an individual from entering any other promotion.

First Look: Hilary Duff in What Goes Up

After working in local theater plays and television commercials, Hilary Duff gained fame for playing Lizzie McGuire, which quickly became the flagship for the Disney Channel. After the hit show fulfilled 65 episodes, Duff went on to a successful movie career in Cheaper by the Dozen with Steve Martin and A Cinderella Story with Chad Michael Murray; and launched a successful pop music career with three platinum albums. She has also topped the Billboard 200 numerous times, and recent hits that include "With Love,” "Stranger," and "Reach Out."

In What Goes Up, Duff plays Lucy, a teenager who comes across as a narcissistic seductress attempting to win over the much older character of Campbell Babbitt (Steve Coogan) but eventually reveals much more depth than the way people perceive her. She also recorded the hit song “Any Other Day,” which Robert Lawson wrote with her and Jonathan Glatzer, for the film.

In this clip, complete with two scenes with Steve Coogan, Duff talks about how challenging it can be to be perceived one way by others while being a different and deeper person inside. It’s a quality she says she shares with Lucy despite being completely different people with very different backgrounds.

First Look: Hilary Duff in What Goes Up

Duff was originally encouraged to take up acting classes alongside her older sister, Haylie, who is also an actress and singer. Today, she leads a successful multifaceted career and has made guest star appearances on several television shows, including Law & Order: Special Victims Unit. She has recently completed several independent films that include War, Inc., Greta, and Stay Cool.

Duff, who has always been a strong philanthropist, is currently busy supporting AIDS Walk New York on May 17. She is also cast as Bonnie Parker in the upcoming The Story of Bonnie and Clyde (2010) and recently accepted a starring role in Provinces of Night (2010) with Val Kilmer and Faye Dunaway.