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.

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.

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.

First Look: Steve Coogan in What Goes Up

When most people think of Steve Coogan, they think of one of the best known characters in the United Kingdom, Alan Partridge. However, Coogan is surprisingly diverse, recently playing Damien Cockburn in Ben Stiller’s Tropic Thunder and Octavius in the upcoming Night at the Museum: Battle of the Smithsonian, which opens the week before What Goes Up.

In What Goes Up, Coogan takes the lead as Campbell Babbitt, the morally challenged New York reporter who learns life lessons from a group of dysfunctional students (Hilary Duff, Josh Peck, Olivia Thirlby) after being sent to cover the story about a local hometown hero.

In this clip, complete with one scene with Molly Shannon and another with Thirlby, Coogan talks about what attracted him to the film, the depth of the characters, and how it relates to people searching for meaning in their lives. (Content warning: adult language).

First Look: Steve Coogan in What Goes Up.



Coogan, one of nine children, was born and raised in Middleton, Greater Manchester. He has won numerous awards for his work in television, including several British Comedy Awards, BAFTAs, and The South Bank Show award for comedy. In 2003, he was listed in The Observer as one of the 50 funniest acts in British comedy. He is also an accomplished writer, producer, director composer, and co-owner of Baby Cow Productions with Henry Normal.

Since March 2008, Coogan has been on tour doing stand-up comedy. He has also been cast in movies that include Eddie the Eagle (2009) and Murder in Samarkand (2011), both of which are currently in pre-production.

First Look: Olivia Thirlby in What Goes Up

Olivia Thirlby is best known for her role as Leah, who was best friends with Juno MacGuff (Ellen Page) in Juno. The film won an Oscar for best original screenplay written directly for the screen. Recently, she played the part of Stephanie in the independent film The Wackness opposite Josh Peck. That film won the 2008 Sundance Film Festival Audience Award.

In What Goes Up, Thirlby plays Tess, a teenager struggling with the concept of how individual experiences shape our view of the world. In this clip, complete with scenes from the movie, Thirlby shares personal insights about the film and what it is like working with Steve Coogan, who plays Campbell Babbitt. (Content warning: adult language).

First Look: Olivia Thirlby in What Goes Up.


Thirlby, the daughter of a construction worker, was born in New York City, and trained at the American Globe Theatre as well as (briefly) the Royal Academy of Dramatic Art in London. She also completed a stage combat course with the British Academy of Stage and Screen Combat (BASSC). Her first role was in the movie United 93.

Vanity Fair magazine called Thirlby part of "Hollywood's New Wave," along with The Jonas Brothers, Emma Roberts, Amanda Seyfried, Kristen Stewart, Josh Peck, and Christopher Mintz-Plasse. Recently, fans were thrilled to find Thirlby with Kat Dennings on the cover of Nylon Magazine.