'On the Road' heading back to theaters in March

[...] Beginning March 22, the movie will play on 150 screens, including several in cities, such as Chicago and San Francisco, where it never played. IFC will also make it available on VOD for the first time.
"We were planning a pretty major expansion for January," Jonathan Sehring, president of IFC Films, said in a phone interview Wednesday. "But when you don’t get the awards attention that you're hoping for, you have to be willing to change your plans." Sehring said he believes March offers a clearer runway, without the traffic of the holidays' major awards titles.

Studios routinely try so-called "qualifying runs" in December before a wider release the following year. But those tend to be deliberately below-the-radar plays for one or two weeks designed to give the film awards eligibility, and usually seek to avoid extensive media and review attention that a distributor prefers to come later.

"On the Road," on the other hand, received buckets of print and broadcast coverage in December, particularly in big markets like New York and Los Angeles, where it played, and was reviewed by many major outlets at the time. (At the moment it has a very modest 43% approval rating on Rotten Tomatoes.)

Hedlund’s publicist said in an e-mail that the actor had done "so much press from Cannes on" that he would not be doing anything additional to promote the new release. Stewart’s rep did not respond to a request for comment.


“This is a movie that played Cannes and is directed by Walter Salles,” he said. “I like Harmony Korine a lot—we did a movie with him—but it’s not exactly the same audience.”
source via @Kstewbutt  @KStewDevotee 

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