“The List” – The Indie Movie That Could
Today we received a report from director Gary Wheeler that the thriller The List (his directorial debut) is setting box-office records. Yet it has opened in only 4 cities; 3 in North Carolina, 1 in Georgia. How can that be, you ask? Well, I think he might have hit upon a great secret.
Build a strong local following and fill a theater with word-of-mouth publicity, then grow from there.
Wheeler doesn’t have a big controversy (like The Ten Commandments), or the momentum of a year’s worth of grass-roots publicity (like Facing the Giants). Instead, it seems he has the fruit of a lot of hard work, blood, sweat and tears. He kept the film in his home state (and locale of most of the film shoot) until this last weekend, when he allowed it to open in Georgia. He chose the city very deliberately. The author of the novel, Robert Whitlow, lived in Dalton, GA, for a number of years.
Perhaps Wheeler is teaching a new lesson in PR.
What happened when he took that gamble? He continued the record-setting performances that have marked this film’s extremely limited release. 15 minutes before the first showing, the film was sold out. Did you hear that? SOLD OUT!!! I went to the 2nd show of an opening night movie and there were 6 people in the theater – total.
After 10 weeks at the Ballantyne Village Theater in Charlotte, NC, Wheeler reports “The List” set records for ticket sales on a single day and in 3-day, 7-day, and 10-day periods. What more could a filmmaker ask for? Maybe a wider release.
On the other hand, perhaps Wheeler is teaching a new lesson in PR. Start small, build your audience, create your own momentum, and depend on the quality of the film to get more people in the door. Hmm…novel idea.
Congratulations, Professor Gary! Great lesson!
I am looking forward to seeing this film. Hopefully it will eventually make its way to Philadelphia.
October 26th, 2007 at 9:56 pm
I may be mistaken but I believe this approach was first used by the folks at Sherwood Picture when they had a limited release of ‘Flywheel’ in Albany, Ga. While that film never moved to a very wide release, what they learned was definitely used in their grass roots publicity and as they staggered the release of ‘Facing the Giants’. Not that that is an important point – both the Hendrick brothers and Gary Wheeler would probably give the glory for their successes to God.
‘The List’ was an incredible first book by Robert Whitlow with all sorts of faith battles going on. And the locale of the shoot is also the setting of a good deal of the book as well. I hope it does well in the movie theatres and on DVD as well. I really look forward to seeing how the story moves from the pages of a book to the big screen.
Thanks so much for keeping us posted on the success it is experiencing!
October 27th, 2007 at 1:48 pm
Hey Bernie -
Sherwood did a bit of that with “Flywheel,” but I’m not sure it ever went out of Georgia.
“Facing the Giants” marketing/publicity was all handled by Provident Films & Sony Pictures, who had taken over the film after being asked for permission to use their music in the film.
Regardless, all of these guys are doing their homework and, in Gary’s case, really relying on the strength of the film & story to get the word out.
I hope you get to see it on the big screen – some of the most beautiful scenes I’ve ever seen on film are in this movie. Just incredibly beautiful!
October 29th, 2007 at 11:17 pm
Hi Angela – thanks for the clarification and explanation. I REALLY am enjoying the blog and appreciate the chance to join in the discussion.
Thanks again!
November 5th, 2007 at 3:39 pm
I just sat through a private screening of The List, and it is a masterpiece! Great BIG SCREEN cinematography, A-grade acting from B-grade actors, superb plot, engaging characters. SEE THIS MOVIE, and take family and friends. If you allow it to do so, it will surprise you–and it may may change you!
November 15th, 2007 at 6:41 pm
Trying to contact Gary Wheeler personally. I know he lives in Boone and makes movies. I have one question to has him.Please supply me with his email address. Thankyou.
August 4th, 2008 at 8:31 am
I don’t give out personal email addresses, but I will let Gary know that you are trying to contact him.
August 4th, 2008 at 9:25 am
Suzanne, you can contact Gary through his film website: info@thelist-themovie.com
August 4th, 2008 at 10:04 am