Humpday Sells to Mark Cuban's Magnolia Pictures
by Alex Billington
January 19, 2009
It seems the big sales at Sundance have almost all been comedies so far, or at least it looks like that'll be the case for the time being. Humpday, the "bro" comedy we reviewed a few days ago, was sold at Sundance today to Magnolia Pictures. Six various studios were competing for the rights, but Magnolia won over with a reported six-figure deal. In a very interesting change from the norm, they have decided to release it via video-on-demand first (on Mark Cuban's HDNet) before putting it into theaters one month later. This seems like it could be a good model for building up early buzz before getting crowds into theaters later.
For a little commentary on the whole situation, when I was watching Humpday, as much as I loved it, my concern was that it wouldn't really catch on with a wide audience. It is a very independent film and has a very small feel to it that I believe only film festival audiences might like. But then again, the reaction at every screening has been pretty great, so I think that means it has some potential to spread far and wide with the right audience. Either way, if anything we've written or anything you've heard so far has interested you, then be sure to catch this whenever it hits theaters (or HDNet). Are you planning to see it?