Monday, April 27, 2009

What Goes Up - Theatrical Countdown

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), is officially counting down to its theatrical premiere on Thursday, May 28. It will open in select theaters the day after on May 29.

"It's a little later than we initially planned, but there was an opportunity to be open in more theaters based on the response from fans," said James Hoke, executive producer with Three Kings, which produced the film. "It looks like it will be a big week for Steve Coogan. Night at the Museum 2 opens the week before. He plays Octavius in that film and Campbell Babbitt in ours."

Theatrical Premiere — May 28

Los Angeles, California

First Run Cities — May 29

Buffalo, New York
Chicago, Illinois
Cleveland, Ohio
Denver, Colorado
Las Vegas, Nevada
Los Angeles, California
Minneapolis, Minnesota
New York, New York
Toronto, Ontario
Vancouver, British Columbia

"We'll expand based on our performances in those cities, and there is another town or city in the U.S. that will also have a one night screening in June. We won't know where it will be until one lucky fan wins one of our upcoming promotions," said Hoke. "We'll be releasing the details for that promotion soon."

According to Hoke, the chance to win a one night screening in "your hometown" isn't the only way to be part of this independent film experience. There are several promotions in the works to win signed DVDs, CDs, posters, and other film memorabilia.

"There are also two other ways that fans can see this film early," he said. "They can attend the Buffalo Niagara Film Festival or, no matter where they live in the world, they can enter another upcoming promotion to win two tickets to the premiere in Los Angeles [airfare/hotel included]."

The decision to open some promotions worldwide was based on response from fans. Hoke said the entire production team sees there is an international fan base for this film, and with continued fan support, they will do everything possible to prove to distributors that What Goes Up deserves an international theatrical release ahead of a DVD release.

Currently, fans planning to attend the Buffalo Niagara Film Festival on May 8 can join the group on Facebook, which includes an event page for the festival. Later today, the What Goes Up Insider Team will announce the first promotion, which will be exclusive to Facebook.

Hoke added that the insider team will keep fans informed every step of the way. As details are confirmed, he said they will even help fans locate specific theaters in their cities with announcements on the movie blog and on Facebook. We're working hard for the fans, he said.

"Never mind the smoke and mirrors left behind you. Don't you go — there's nothing there to really bind you. Just let go and know your destiny will find you,
Wherever you are..." — Hilary Duff from "Any Other Day," written by Robert Lawson with her and Jonathan Glatzer on the What Goes Up Soundtrack.

T-Minus 31


  1. Heey Guys!
    Hope Brazil will have some promotions, YAY? :D

    love x

  2. hope we get so see it in theaters in spain !!!!

    can't wait.... 28 may is getting close :D :D :D :D :D

  3. @Davi

    Yes. The Facebook promo is open for everyone. In fact, four of the five Insider promos will be open to everyone (when we announce them).


    We hope so! Most of the time, distributors follow the North American theatrical release. In this case, the producers are working hard to make sure What Goes Up will open in theaters everywhere!

    All our best,
    The Insider Team

  4. It's going to be playing in my city! I am psyched!


  5. Do you know which theatre in Los Angeles, CA? Landmark Theatres? When's the sale of the tickets? It's a premiere where CA residents can buy the tickets, right and not have to win tickets? thanks

  6. Hey Anon,

    We'll have exact times, locations, and dates (in case there are any slight variations) very soon. For Los Angeles specifically, it will be showing in three theaters on May 29. One of the theaters is still being determined.

    The premiere will be by invitation, but the producers will be releasing a number of tickets to the general public. Details to follow in a special premiere post. It may be a contest, or it may be something else.

    Mostly, they just want you to see the film. :)

    Thanks so much!

  7. Hey! I'm from Brazil, and everybody wants What Goes Up in the Theatres! PLEASE! xoxo

  8. We love Brazil! The producers want to be up in Brazil too.

    There is a very strong international fan group for this film. :)


  9. Aw, no Boston? =( I hope it does really well so it expands to include Bean Town!!

  10. Alex,

    Take a road trip to Buffalo? :)

    The Insider Team

  11. That may be possible! I hope tickets are still available in a couple of days when I would have the whole trip planned out. Keep your fingers crossed!

  12. Alex! Our fingers are crossed! :)

    If it happens for you, make sure you look for James, Tony, and Jonathan Glatzer.

    The Insider Team

  13. Thanks for crossing your fingers. Looks like it worked! I got my ticket and booked the hotel!

    I am very excited and honored to be able to attend the world premiere. I certainly will keep a look out for James, Tony, and Jonathan, although being the men of the hour, you'll all be flanked by press and other VIPs, I'm sure! =)

  14. @Alexa

    We are very excited to have such loyal fans join us at the festival!