Making a quality film doesn't always ensure box office success or even critical acclaim during award season. Whether independant or backed by a large studio, all films rely on marketing to to create interest. As much as any other industry, film is a beauty contest. When a film does well at the box office or takes home an academy award it's no accident. Millions of dollars go into wooing both audiences and critics with the hopes of generating a buzz that will yield a significant return. Without this financial backing, even the best of films can go unnoticed.
2008's Oscar darling, Slumdog Millionaire nearly fell through the cracks when Warner Bros. shut down their Indie distribution division. Had Fox Searchlight not purchased and released the film, it would have almost certainly headed straight for DVD, killing any and all hope of Oscar glory.
Unfortunately, when financial disaster strikes, not all films are lucky enough to be rescued. In December of 2008, Yari Film Group's (YFG) movie distribution division filed for chapter 11 bankruptcy. YFG had long been a major independent movie distributer with titles like Crash, The Matador, and the Illusionist to their credit. The company's financial woes left two films with legitimate award show aspirations, Nothing but the Truth and What Doesn't Kill You, in limbo.
What Doesn't Kill You was "fortunate" enough to receive a limited theatrical release in the US just three days before YFG went under. Directed by Brian Goodman, What Doesn't Kill You is a gritty, enthralling crime drama set in South Boston. In what could easily pass as a Dennis Lehane novel adaptation, the film chronicles two life long friends and their lives as theives, drug dealers, and runners for a crime boss. Ethan Hawke and Mark Ruffalo are both quite convincing as small time Irish thugs. Amanda Peet, who plays Ruffalo's wife who is struggling to deal with her husband's life outside of the home and family, also gives a notable performance. While the film probably isn't Oscar worthy, it's certainly a very solid drama that had the potential to be a real crowd pleaser with a little marketing.
In what is perhaps the best film about print journalism since 1976's All the President's Men, Kate Beckinsale stars as a reporter who, despite pressure from the federal government, refuses to give up her source that broke the biggest story of her career. Beckinsale, along with Alan Alda and Vera Farmiga deliver very strong performances worthy of acclaim on any stage. While Beckinsale and Farmiga were nominated for Critic's choice awards, the straight to DVD release of the film killed any chance they had of Academy Award or Golden Globe nominations.
Both Nothing but the Truth and What Doesn't Kill You are exceptional films worthy of a wide audience. However, with the troubles of YFG and the lack of financial support behind these films, even their recent DVD releases are bound to go unnoticed by most.
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