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#SXSW: First Hit is Cold Weather

Photo of Anne Thompson 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.
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Thompson on Hollywood

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.

Sure enough, Reitman was right: the LAT's Mark Olsen, LA Weekly's Karina Longworth and indieWIRE's own Eric Kohn have all raved.

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.

This article is related to: Festivals, Genres, Web/Tech, Video, Reviews, SXSW, Independents, YouTube, Twitter, Facebook, Trailers


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Born and raised in Manhattan, Anne Thompson grew up going to the Thalia and The New Yorker and wound up at grad Cinema Studies at NYU. She worked at United Artists and Film Comment before heading west as that magazine's west coast editor. She wrote for the LA Weekly, Sight and Sound, Empire, The New York Times and Entertainment Weekly before serving as West Coast Editor of Premiere. She wrote for The Washington Post, The London Observer, Wired, More, and Vanity Fair, and did staff stints at The Hollywood Reporter and Variety. She eventually took her blog Thompson on Hollywood to Indiewire. She taught film criticism at USC Critical Studies, and continues to host the fall semester of “Sneak Previews” for UCLA Extension.