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 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.

Fans Drive Interest In What Goes Up

In less than 24 hours, even before the What Goes Up Movie Soundtrack by Amherst Records appears on the homepage of iTunes (May 5), the soundtrack has already gained traction. And, "Any Other Day" by Hilary Duff has moved up 41 places on her iTunes top song list (four places in the last hour).

The song isn't the only amazing feature to focus on. The growing fan support that is providing a foundation for the film and the soundtrack is nothing short of amazing too.

"Hilary's new music is awesome! I'm so happy her film is being released, even though it's only a limited release. I love the song too!" — Emily Cluttrell, fan, iTunes review.

All across the Internet, dozens of fan sites and music reviewers representing various countries are talking about What Goes Up. Many of them are even creating their own renditions of promotional art. One of the very first seen last week was from Hilary Duff Online.


Hilary Duff Online is not alone. In addition to hundreds of blogs supporting various stars and promotional efforts, fans are connecting on Facebook and Twitter. Most feedback confirms what 1,200 views per day of the First Look: Olivia Thirlby video and 2,200 views per day of the "Any Other Day" by Hilary Duff teaser might suggest. There is growing interest in the film and the first showing at the Buffalo Niagara Film Festival will likely sell out.

Of course, numbers alone don't tell the whole the story. Every day, the producers are pleasantly surprised by fans. For example, Zach M, who is a frequent visitor to the Hilary Fan Forum, recently sent in his vision for the cover of an "Any Other Day" single (pictured right).

These efforts are also being supported several hardworking teams. Cast schedules are being reviewed, screening invitations are going out, media interest is growing, databases are being updated, promotions are being finalized, and the soundtrack label is considering various options while tracking the success of the new single. And right here, tomorrow, we'll post a "First Look: Steve Coogan in What Goes Up" video.

"This is all a countdown, to a higher place, countdown into some outer space." — Hilary Duff, from "Any Other Day" on the What Goes Up Soundtrack. Full lyrics, as presented by a fan, here and we'll be publishing the song as originally written next week.

T-Minus 29