So if support welling up from below is “grassroots” and when companies fake it we call it “artificial turf,” what should we call it when a company takes a genuine indie film, puts an artificial turf campaign behind it (“ooh it’s only showing in ten cities, and people are totally talking about it!”) that suddenly blossoms into real grassroots support because the film is actually good? Chia?
In any case, Paranormal Activity, the little $11,000 haunted house engine that could, expanded to 33 cities last weekend and sold them all out at midnight shows. This coming weekend, the film will expand to seven more cities and start showing at different times of the day. It’s amazing that Paramount can get the film out to so many more cities so quickly, it’s almost as if they anticipated this as part of some sort of organized campaign. Just weird, bizarre really.
I’d go see it again, but since after two weeks I’m still sleeping in the closet with a flashlight and a baseball bat, it might be too soon just yet.