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."

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.

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.

What Goes Up - Promotional Round-Up

Just as Campbell Babbitt (Steve Coogan) learns something from a group of high school students, the producers of What Goes Up are hoping to learn something from fans! And to do it, they are pleased to announce several upcoming and running promotions around the Web. All of them are designed to learn from and reward fans for their personal contributions to the theatrical release of What Goes Up.

What Goes Up: Facebook Group Contest

Recruit five friends to the What Goes Up Facebook Group and you could win a movie poster, signed by the executive producers. As the group grows, we'll be adding more prizes. For details, visit our Facebook event page. You must be a member of Facebook to participate.

What Goes Up: BlogCatalog Exclusive

Create your own promotional material — video, music, poster, shirt, banner, poem, craft, re-enactment, or whatever you can think of — for the film What Goes Up and post it on your blog. You could win DVDs, soundtrack CDs, and posters, all signed by various artists and members of the cast. For details, visit BlogCatalog. Must be a member of BlogCatalog to participate.

What Goes Up: Hilaryfan.com Exclusive

Make something or do something that demonstrates you are an ultimate Hilary Duff fan and then share it on the forum and/or elsewhere on the Internet. You can do anything so use your imagination. For details, visit Hilaryfan.com. Must be a member of Hilaryfan.com (and anyone under age 18 must ask for the permission of their parent or guardian).

Upcoming Promotions On The Horizon

The producers have two more promotions that will be announced later this week. One includes a grand prize to win two tickets plus airfare/hotel to attend the theatrical premiere in Los Angeles on May 28 (open to participants anywhere in the world). The second will be to win a one night public theatrical screening for your hometown plus ten tickets for friends (open to participants in the U.S. only). Stay tuned for details.

In addition to these promotions, there may be more surprises in the days ahead, including — Insider Team rewards for fans that range from signed movie posters to more tickets to attend the Los Angeles premiere (for those who live in the Los Angeles area). Several members of the cast will be at the Los Angeles premiere as well as the festival premiere this Friday.

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