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Sundance Buying Craze summarized: Names on a Box

Sundance Buying Craze summarized: Names on a Box

In today’s New York Times, Manohla Dargis uses more than ten words to encapulate the “Gold Rush Mentality At a Hustlin’ Sundance”:

“The single most depressing and brutally honest remark I heard all week, the statement that seemed to sum up what Sundance has become for many attendees, came from a distributor who explained why he had stayed to watch a bad comedy that features a clutch of low-level film and television actors. The movie might be lousy, he explained, but imagine “all those names on a box,” meaning, imagine all those recognizable names once they are printed on a DVD box. It didn’t matter that the film was incompetently made and, from the half-hour or so of it that I watched, unfunny in the extreme. It didn’t even matter that the film probably wouldn’t make much money when or if it was released in theaters. The box would be aesthetically and intellectually empty, but the box would sell.”

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