Back at this year's Sundance Film Festival, a bunch of folks were "losing it" over Jonathan Levine's The Wackness-- saying, to a certain extent, that it was the dopest flick of the fest. And that's cool. Support those films you love, right? Well, not long after the film premiered at Sundance, it was acquired by Sony Pictures Classics. Wonderful! A film a lot of people loved was picked up and would hit theaters at some point later in the year. Ah, but all was not well in blogger land -- see, a few bloggers were disgusted that SPC picked it up, going so far as to send an email around trying to get other people to either join their cause and/or write about it. Their reasoning was that SPC had a poor track record when it came to promoting indie films, and were afraid The Wacknesswould become yet another casualty. That it would disappear in limited release ... and be eaten by a Cabbage Patch Kid, or whatever.

And so it was. Some folks agreed with their cause, while others couldn't understand why they'd be upset when, in reality, their favorite film WOULD eventually hit theaters. You can't say that about every Sundance film, or festival film for that matter, and so the simple act of being picked up for distribution is, well, kind of a big deal. After a flurry of posts from a few different blogs which attacked the deal, attacked the teaser poster and then attacked the first teaser trailer, it all seemed to fizzle out. From that point on, SPC continued to poor on the Wackness marketing: We got roughly four or five different trailers, a poster, a viral campaign, a dope website, TV spots and a slick soundtrack.

Was SPC botching it all up? Hardly ... but then came the film's box office debut this past weekend ...