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.

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.

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!

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

What Goes Up Soundtrack — May 4

David Parker, co-producer of the What Goes Up Movie Soundtrack at Amherst Records, confirmed that the street date for the soundtrack will be the week of May 4. There will also be multiple release points such as iTunes and Amazon. The international release will follow immediately after.

"We know the actual shipping date will be next week," said Parker. "Our radio promo team is also working hard to make sure it receives play time on radio stations. It would be great if Hilary’s fans could start calling their favorite radio station and ask them to play “Any Other Day” by Hilary Duff, her brand new single from the What Goes Up soundtrack."



"Any Other Day" is an original single by Hilary Duff, which Robert Lawson wrote with her and Jonathan Glatzer. A :30 teaser of the opening was leaked on Monday, which prompted the producers and Parker to officially release another :30 seconds (above), after learning fans wanted to hear the teaser deeper into the song.

"The song came out great and was produced by one of the world’s top remixers, Richard Vission. I can’t wait to hear his remixes!"

Parker categorizes the soundtrack itself as what he thinks is one of the best compilations of artists to ever be released as it contains artists from the past, present and future. Why? Because they aren't just any artists.

In addition to "Any Other Day," the soundtrack features three never released songs by Innocent Bystanders, including “Kidz (Who Never Grew Up),” “Never Comin Back,” and “Teenage Moments.” Those songs accompany "Under Wraps," which was the band's breakout single in 2007.

"As with all things musical, the real excitement for me comes from being able to discover new young talent," Parker says. "And that is why I am so pleased that the director of the film, Jonathan Glatzer, and my co-producer, Tony Miranda, agreed that the song 'Under Wraps' by The Innocent Bystanders fit both thematically and musically in the movie. This song deserved much more attention."

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.

Parker gave high marks to Miranda for his hard work and dedication. According to Parker, Miranda dazzled Amherst Records enough with “fills” for the soundtrack that the entire full length track was added to the CD.

"I think anyone who hears Tony's cut will be blown away," said Parker. " I mean it. Amherst Records has been presented with one of its most exciting projects ever thanks to everyone involved and thanks to Tony Miranda and James Hoke."

In total, there are 17 tracks from three labels — Amherst Records, EMI Records Ltd, and Too Pure Records Ltd.

"Can you imagine Hilary Duff and David Bowie on the same album?" asks Parker. "Then add in great artists like Electrelane; Jeremy Wall, who was a founding member of the pre-eminent jazz fusion group Spyro Gyra; and an entire score composed and recorded by Roddy Bottum from Faith No More."

The street date of the new soundtrack coincides with a special festival premiere of What Goes Up at 7:15 p.m. on Friday, May 8 at the 3rd Annual Buffalo Niagara Film Festival. The limited theatrical release of the film is scheduled for May, with the theatrical premiere and first run cities anticipated to be announced any day.

A Message From James Hoke, What Goes Up

When I first started working on What Goes Up, I had no idea the amount of time and dedication it would take. Like so many people with hundreds of movies making up my home collection, I assumed making a 2-hour film wouldn't take too much time.

Well, it did. And it has been the most incredible experience of my life, and I've gained a new appreciation for this business.


Something else happened that I didn't expect. As a hands-on executive producer, I quietly sat on the set during the first few weeks of shooting. But after awhile, given the long hours together, I become someone else. I wasn't just the executive producer, but a member of the team. I started having a lot of fun with the cast and crew. We had to have fun because things change all the time on the set.

They change all the time after the wrap too. So I hope all the fans of Steve Coogan, Hilary Duff, Josh Peck, Oliva Thirlby, and Molly Shannon appreciate that. As we invite you to join us and hopefully work with some of you to make this film the success it deserves to be, some things we share might change at the last minute from time to time. So just know that we're going to be working hard to do our best, and we'll be listening to you every step of the way.

We have high hopes for this film, especially given the performance by Hilary Duff, who I enjoyed getting to know because she is such an amazing person. (She's also generous with her time off camera for people like me, who are big fans too.) I also had a great time with Josh Peck and really enjoyed working with Max Hoffman. (They are really crazy guys!) Well, let's be real. I enjoyed everybody and could fill a whole page with appreciation, but that's not why many of you came by.

What Goes Up's first public appearance will be at the 3rd Annual Buffalo Niagara Film Festival. If visit the site, you'll see that they already have us up as a Special Festival Premiere at 7:15 p.m. on Fri., May 8.

To give you an idea of how fast things change, I had a different date last night. And you never know. It might change again!

We're not going to stop there. Shortly after the festival, we'll start rolling out the film in several major markets in the United States. Right now, we're planning a theatrical premiere in Los Angeles and then have plans to be up in theaters in cities like New York, Chicago, and Las Vegas. There's several more cities in the works; and we'll be releasing the schedules just as soon as we can. We'll also be releasing promotions that will be very exciting for everyone.

With enough support behind this film, it is possible that we could be in every major market in North America by the end of June. Sure, I know what fans are saying. What about the June 16 DVD release?

The way I see it, we have two options. SPE Worldwide and Sony Pictures Home Entertainment are fantastic people! I know in my heart that if What Goes Up takes off, then they will work with us to either hold off the DVD release or allow us to play the film in theaters past the DVD release date. But those are details that we just can't guess about right now, and anything is possible.

Our Insider Team also tells me that there are dozens of people sending in e-mails asking about releases in specific countries. With so many distributors, it's impossible to know their exact plans.

Most often, distributors in other countries follow right after a U.S. release. We've been told that's what some intend to do. If there is any way we can help you encourage those distributors to put it in theaters, we'll let you know. (For fans in Brazil, Germany, Italy, Poland and the United Kingdom specifically ... hang in there! As we learn details, you'll learn details too!)

For all Hilary Duff fans, I know there is something else on your mind. As I confirmed yesterday with our lead "Insider," there is a new original song by Hilary Duff. It was written on the set and recorded in November.

You'll have more details from our friends at Amherst Records about the song and the soundtrack release as soon as we do. Right now, they are working on those details as I write this post. The song is called, and I hope I'm not sharing this too soon, "Any Other Day." You'll love it.

There are some other things ahead you might like to know about. Every week, we'll be featuring interviews and guest posts from the cast and crew. This includes Steve Coogan, Hilary Duff, Josh Peck. among others. We'll also be adding more pictures to the Flickr account, which you can feel free to share. You're welcome to repost any of the stories, articles, and posts from this blog. All we ask is that you link back to the source to help us along and help people find it.

Two days ago, we also made a decision to share a few scenes from the movie on YouTube. And, we'll be announcing a new What Goes Up fan group on Facebook in the days ahead. Anyone who has already written to the What Goes Up Insider will be receiving an invitation this weekend. Members will also be allowed to post links related to What Goes Up to their fan sites and blogs.

I hope you do. Because from time to time right here, we'll be giving shot outs to fan sites and blogs covering our film right here. We may be able to arrange interviews (probably via e-mail, but you never know) for some supporters.

As for shout outs, I have a couple for early supporters: Arieanna Schweber at Hilary News, Hilary Duff Digital, and everybody at the Hilary Fan Forum. I also understand there is a fan group for OMG ... Josh Peck on LiveJournal. Thank you!

Also, always feel free to ask questions or share ideas in the comment section of this or upcoming posts. You have my promise, along with Joe Nahas and Anthony Miranda [Three Kings Productions], that we'll do our best to keep answering them. Everyone — from the crew to the cast — is on board! I hope you are too.