If you have any kind of half-decent film on your hands, the standard approach is to start screening it for elite critic-journos a few weeks beforehand, and then show it to the all-media crowd nine or ten days in advance of the commercial opening. For whatever reason Paramount dismissed this strategy when it came to Richard Linklater‘s Everybody Wants Some, which opens tomorrow (3.30) but technically starts showing tonight for Landmark ticket-buyers. The Everybody all-media also happens tonight at the Paramount lot, and before this there was only the South by Southwest debut. The usual routine of showing it to choice critical elites didn’t happen here. (A friend who always gets early-bird invites was only invited to tonight’s all-media.)
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