By Anne Thompson | Thompson on Hollywood March 14, 2010 at 8:50AM
At the SXSW opening night party, Jason Reitman showed me the trailer (below) for Aaron Katz's third feature Cold Weather on his iPhone. Reitman was psyched to see it, and I was intrigued, but it was up against Michel Gondry's Cannes doc Thorn in My Heart, which I needed to see in order to interview him Sunday.
At a provocative panel Sunday, "Saving Cinema in the Digital Era," IFC's Ryan Werner said he was interested in the movie, but that it was just this sort of indie American drama that was the toughest to market these days. Local exhibitor Tim League of the Alamo Drafthouse agreed, saying that he markets films at his two local cinemas via twitter and facebook, not print and radio. The message of the panel--well-moderated by indieWIRE's Eugene Hernandez, who recognized that some of the most interesting things were brought up by questioners from the interactive side--was that everyone needs to get as much publicity as possible by any means necessary. What's exciting about SXSW is the way that the interactive/music/film/online worlds collide and cross-pollinate and inform. The networking and panels are fab.
Katz posted his YouTube trailer well in advance of the fest--which obviously started the process of grabbing notice.