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's Next For 'What Goes Up' Stars?

While the producers of 'What Goes Up' are still exploring options, the movie has been keeping pace as the DVD release continues to earn new reviews. The most recent review by Kelsey Zukowski at The Celebrity Cafe, which followed Britt Hayes' review at the Examiner, that says director Jonathan Glatzer could "easily have a career among other indie darlings."

As Glatzer is already working on another project with writer Robert Lawson, we thought it might be a good idea to catch up with some of the stars from What Goes Up.

Steve Coogan has been cast in three films, including Percy Jackson & the Olympians: The Lightning Thief; Eddie the Eagle; and Murder in Samarkand. However, the film that his fans are talking about is Alan Partridge: The Movie since Coogan mentioned it last May.

Hilary Duff has several movies in the making, but the role that seems to be capturing some attention is a multi-episode role on Gossip Girl as Olivia Burke, a movie star who is attending NYU to attempt to get a typical college experience. The first episode featuring Duff is scheduled for Oct. 5, according to the Examiner.

Josh Peck has been cast in a remake of the 1984 movie Red Dawn. He will reportedly play the role of younger brother Matt Eckert, which was originally played by Charlie Sheen. The film is slated to start shooting in September.

Olivia Thirlby will appear in the recently completed films New York, I Love You; and Margaret. She is also slated for The Manners of Madness and Parts Per Billion, both in development. In the interim, Thirlby has taken to the stage with Chris Pine and Chris North in Beau Willimon's "Farragut North." It runs through July 26.

Molly Shannon is still making headlines with Kath & Kim, which is the U.S. version of the hit Australian comedy about a dysfunctional mother and daughter relationship. While NBC announced there will not be a second season in May, Season 1 seems to be finding a new fan base since it became available on DVD this week.

What Goes Up DVD Consumer Reviews

Since its DVD debut on June 16, What Goes Up is continuing to find a foothold as fans and friends demonstrate their support of a film that some critics correctly said "marches to the beat of its own drum." So the Insider Team thought it might be fun to take time out and let consumer reviews on sites like Amazon, Internet Movie Database, and Netflix to talk about the film.

The producers have said, all along, that the reviews they were most interest in would be those left by the people who purchased the film. Highlighted below are a variety of the reviews canvassed since the films DVD release...

Amazon
“The director lands us where we need to be. But along the way, we are on ground which is just as unsettled as the characters who turn to ridiculous methods to lessen the pain of losing someone they loved in their lives. If you're willing to walk this unsettled ground, it's well worth the ride. The performances are outstanding, especially Steve Coogan and Olivia Thirlby. If, on the other hand, you need to be spoon-fed or for your plots to be singular and instantly identifiable, you will probably hate it. You kind of have to give in to it and then the doors open and the characters and the overall tone of the film resonates. It WILL make you laugh and cry.” — Dirk Diggler “painkiller”

“What Goes Up is a film that far exceeded my expectations for any new upcoming Hilary Duff films. She beautifully plays a character that seems to be searching for something to fill a gap that has been placed in her life by the death of someone she and her friends loved and worshipped. This movie seems to leave the Hollywood mold behind (very thankfully!) and shows us just how realistic life is, and how it's not perfect at all like most movies would try to make it seem. The other actors are fantastic as well, especially Olivia Thirlby and Steve Coogan.” — R. Bible Jr. “funny man”

“I think the writers did a fine job with this story and the concept of what makes a hero or maybe whether all of our heroes really aren't heroic after all. There were a few places that could have been tighter, but this film was never meant to be perfect, and for that I am glad. Kudos to Jonathan Glatzer on a uniquely different film. I love it.” — Ouija

Internet Movie Database
“What makes the movie special, are the beautiful moments that are scattered about the storyline and you can't help but be touched by them and feel for the characters involved! These moments come in bursts and they are funny and sad and plainly disturbing at times, but mostly – altogether Ironic...” — abhijitbond


“I don't often go for this genre of American drama (sorry, but I generally prefer European drama), but I do like Steve Coogan so thought I would give this film a go. Within 10 minutes I was hooked and embroiled into this little world that is so different and at times uncomfortable.” — jools_69

“At first, I wasn't sure where it was going... Up, down or just sideways. But soon, I realized the filmmakers were creating a world that resembled reality far more than almost any movie I've seen in that there are collisions between events, intentions, characters, loves, hates ...and the whole stew can be hysterically funny, odd, disturbing, heartbreaking and then funny all over again. In this way, I have to give the film enormous credit and gratitude that it does not try to be like every other movie. It does not talk down to its audience.” — CliffordBridigan

Netflix
“A really nuanced and likably all over the place coming of age tale for teens and adults alike. It brilliantly captures the insular wisdom and solipsistic cliquishness of a group of believably damaged outsiders who haven't the faintest clue of life on Earth beyond the "truth" of their own emotional landscapes.” — SW 1655753

“I thought this was a pretty good movie. Kind of dark but funny at times as well. Worth the time.” — MaxWebster

“Peck and Thirlby both give excellent performances as sad and confused teens mixed up in all the choas. Hilary Duff actually does a pretty good job. Coogan is hard to watch at some moments because of some of the decisions he makes throughout. This movie is better than I thought it would be because of the small roles and how sincere they were and how they put it all out there.” — Obesetrackstar

The next scheduled Sony release of What Goes Up will be in Australia on August 5. You can find a sneak peak of the new cover design for the Australian release at Hilary News. The Image above is a snap shot of an electronic proof of cover released in the United States.

Ain't It Cool News Interviews Olivia Thirlby

Mr. Beaks from Ain't It Cool News, a film website run by Harry Knowles, caught up with Olivia Thirlby, age 22, for a brief phone interview about 'What Goes Up' and other projects. In the article, Beaks reminds readers that although at least one magazine has already called Thirlby a "next generation star" that she is far too talented and way too young for this to be her make-or-break moment. We agree.

In 'What Goes Up,' a movie Beaks calls crammed with incident, Thirlby still manages to set herself apart as the character Tess. According to Beaks, what makes Tess so interesting is that she attempts to be disaffected, yet represses just as much pain as anyone else in the film. The article is the first primary cast interview to be published. Here is an excerpt as it relates to what Beaks calls a "lovely performance" by Thirlby.

On The Phone With Olivia Thirlby

Beaks: Your character, Tess, is an outsider within a group of outcasts.
Thirlby: She is. She definitely is the least liked, I think. I don't think she has any real bond with any of her classmates. She probably manifests that in herself; I think she's a bit surly and unpleasant to be around, sort of a buzzkill. I think also she's keeping such dark secrets inside her, and that probably forms a sort of schism between her and other people. People can't even ask where she is or where she's coming from, so to save herself the pain, she probably just puts a divide between herself and everyone around her. She's an incredibly upset person. (laughs)

Beaks: Probably the least happiest person you've ever played.
Thirlby: She is definitely the singularly most unhappy, miserable, depressed and dark character that I've ever played.

Beaks: Those are fun to play once in a while.
Thirlby: Yeah, I wouldn't say "fun". Maybe "necessary". You learn something, I think. I learned plenty about my own recovery process because Tess weighed me down a little bit; it actually took me a few months before I felt normal again. That was my first experience with anything like that.

Beaks: When it came to relating to your fellow cast members, did you get kind of method with it and try to keep your distance from them on set? How into it did you get?
Thirlby: (laughs) I wish I could say I was that method, but I was working with a group of people who were too wonderful to ignore. I can't say that when I was on location I ignored the people I was working with. As far as for when I was on set, I didn't do much socializing. I would usually hole up in my trailer and draw these really awful, dark sketches about abortions and dead teachers and stuff like that. Because Tess is an artist, I had a sketchpad and I tried to draw stuff a lot. So I would spend hours in my trailer making these really dark, horrific drawings and writing poetry that was really bleak. (laughs)

Beaks: (Laughing) That sounds pretty method to me!
Thirlby: Yeah, but at the end of the day when I took off eyeliner... I mean, it's really fun to be working in a really large crew of young people who are all so wonderful. Josh Peck, of course, is my old buddy. We actually found out that THE WACKNESS got into Sundance while we were working on [WHAT GOES UP]. And Max Hoffman... there are a whole slew of amazing Canadian actors, and we all spent quite a lot of time together.

For the rest of the interview, please visit Ain't It Cool News. The interview includes Thirlby's thoughts on the independent films, a chance run in with Judah Friedlander, and her next appearance in a film with Jeff Daniels and Lauren Graham, which is due out later this month.

What Goes Up Adds Boston And Brooklyn

Shortly after respected critic Jeffrey Lyons (WNBC) backed What Goes Up on Lyons & Biles Reel Talk and said he liked the film, the executive producers of What Goes Up made the decision to announce the opening of two more screens on June 5.

The new cities, Boston and Brooklyn will be introduced as several screens in Chicago, Los Angeles, New York close on June 4.


Brooklyn, New York — Playing June 5 - June 11
Cobble Hill Cinemas
265 Court St
Brooklyn, NY 11231
718-596-9113
Cobble Hill Theatre

Boston, Massachusetts — Playing June 5 - June 11
Somerville Theatre June 5 thru June 11
55 Davis Square
Somerville, MA 02144
617- 625-5700
Somerville Theatre
For a complete listing of times and locations for What Goes Up, please visit the current schedule.

First Look: With Director Jonathan Glatzer

Last night, Jonathan Glatzer, director, and Robert Lawson, co-writer, enjoyed a tremendously successful VIP Premiere at the Pacific Design Center with several hundred people in attendance, including Aubrey Mozino (Blythe), Max Hoffman (Fenster), and other cast members.

There, and at the after party that immediately followed, scores of fans and filmmaker guests greeted their first glimpse of the film with an extended applause. This initial success proved especially worthwhile as the film opened today with 16 screens across the nation, including Buffalo; Chicago; Las Vegas; New York City; and Moorpark, California. (You can also find listing by visiting the Facebook Group page, which includes event listings and links for each city.)

In the clip below, complete with never before interview with Molly Shannon, Glatzer provides his personal insights into the film as well as the cast and crew who made it possible. This First Look is longer than any other, with a run time of more than seven minutes. Enjoy!

First Look: Director Jonathan Glatzer with What Goes Up

"The VIP Premiere provided us a high note that we don't intend to let go of. We are already looking to add two more cities in addition to the one night showing for our Hometown Hoopla contest winner so that more people can see the film as intended — on the big screen," said James Hoke, executive producer. "While the reviews have been mixed, we have been met with nothing but great feedback from fans, indie film lovers, and people who are looking for something different than the most typical movie formulas."

In truth, the reviews have not been all critical as mistakenly reported by some. And, even among the harshest critics, several reviewers have given the movie high marks for select performers and memorable moments throughout the film.

What Goes Up Reviews That Deserve More Attention
"It’s wonderful because it’s so true to life because most funerals are (or should be) filled with equal parts tears and laughter. It’s exactly what WHAT GOES UP strives to be — a funny movie about death, a sad movie about life. Most of the time, it works." — Kate Erbland, GordonandtheWhale.com

"Yet despite the contrivances and frustrations (and there are more than a few), there's also something endearing -- and, occasionally, achingly poignant -- about "What Goes Up" and its gallery of valiant misfits." — Carol Cling, Las Vegas Review-Journal

"There's some nice filmmaking tucked inside "What Goes Up," a muddle of moods and intentions." — Manohla Dargis, The New York Times

"I'm happy to say that despite faux-dark comedies like Juno, the rumors of the "quirky" movie's demise have been greatly exaggerated. What Goes Up starring Steve Coogan and Hillary Duff, brings back the uncomfortably dark comedy with a vengeance." — Alex Dorn, UGO.com

"I think you’ll enjoy the movie - Hilary Duff has shown a whole new side to us in this film, which is always her goal as an actress. I hope you get a chance to see it in the theater - but if not, I’ll let you know when it officially comes out on DVD!" — Arieanna Schweber, HilaryNews.com