Most Sundance pickups are released several months later, and sometimes not until early the following year, but Fox Searchlight will be putting John Carney’s Once into theatres in late May or early June and keep it going all through the summer. A word-of-mouth campaign, territory by territory, modest ad buys, viral marketing. Costars Glen Hansard and Marketa Irglova will go on tour around the country to help get the word out. I got this information last night from Fox Searchlight marketing chief Nancy Utley at the Santa Barbara Film Festival/Forest Whitaker party.
