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January, a month commonly relegated to such cringe-worthy theatrical fare as 'Bride Wars' and 'Meet the Spartans,' has been definitively pegged for the release of the highly anticipated Michael Cera-starrer 'Youth in Revolt.'

Despite overwhelming positive buzz from the 2009 Toronto Film Festival, the film has surprisingly been shuffled far too many times until its recently secured Jan 2010 release (the film's initial premiere of December 2008 was allegedly pushed back for several re-shoots in early 2009). We're also pretty sure Variety's heap of praise upon the teen comedy helped, with the industry opinion-leader declaring: "Cera and his gifted comic co-stars elevate the mediocre source material into a semi-iconic coming-of-age story."

We spoke with Francois Martin, Senior Vice President of Marketing for The Weinstein Co. in order to get to the bottom of 'Youth in Revolt''s unusual January release ... and found that it was the Weinsteins' goal all along to ride on the coattails of the festival hype and release the film right out of the gates in 2010. January, a month commonly relegated to such cringe-worthy theatrical fare as 'Bride Wars' and 'Meet the Spartans,' has been definitively pegged for the release of the highly anticipated Michael Cera-starrer 'Youth in Revolt.'

Despite overwhelming positive buzz from the 2009 Toronto Film Festival, the film has surprisingly been shuffled far too many times until its recently secured Jan 2010 release (the film's initial premiere of December 2008 was allegedly pushed back for several re-shoots in early 2009). We're also pretty sure Variety's heap of praise upon the teen comedy helped, with the industry opinion-leader declaring: "Cera and his gifted comic co-stars elevate the mediocre source material into a semi-iconic coming-of-age story."

We spoke with Francois Martin, Senior Vice President of Marketing for The Weinstein Co. in order to get to the bottom of 'Youth in Revolt''s unusual January release ... and found that it was the Weinsteins' goal all along to ride on the coattails of the festival hype and release the film right out of the gates in 2010.

The Weinstein marketing rep remarked, "We wanted to capitalize on the buzz that was first started when we took ['Youth in Revolt'] out on the film festival circuit; and these days, I don't think there is a time where studios are dumping movies. I think we're all trying to pick the best weekend for each individual movie, and let it stand on its own. If the movie is good, then the audiences will find it."

Looking back to a similar counter-programming roll-out of the January 2008 release of the well-received 'Cloverfield,' this appears to be an audaciously clever move on the part of Weinstein brothers -- sandwiching a feverishly fun film between studio-throwaways and the tail-end of awards-season fodder.

January has become more and more home to far better cinema now that distribution methods have changed with the increase in popularity of on-demand and Netflix-like services; the actual release date of a film has practically turned into an afterthought now that a film can be instantly streamed from a computer or cable box.

As far as the film itself, Michael Cera is hilariously devilish headlining this brilliantly inverted teenage sex comedy, playing two dueling personas both after one thing: the unattainable, beguiling girl. The Weinstein rep further emphasized the story's comedic appeal and what he hopes the red-band trailer will do to bring in audiences. He said, "We feel that [the red-band trailer] presents the movie in its correct way; the humor of the movie is big, it's subversive, a little bit edgy, a little more so than Michael Cera movies usually are. It's a Michael Cera that you've never seen before."

'Youth in Revolt' Red-Band Trailer


What do you think about the Weinstein Co's decision to release the film in January? Will the film's provocative red-band trailer work its magic on moviegoers?