Tugging on SXSW
Extra screenings of three film fest faves on demand
By Richard Whittaker, 12:00PM, Mon. Mar. 19, 2012
SXSW may have gone, but this week there are three extra chances to see three film fest faves: You just have to ask nicely.
SXSW and digital film bookers Tugg have come together to present three screenings this week at the Alamo Ritz: Nazis-in-Space weirdfest Iron Sky screens tonight (March 19); Audience Documentary Feature Spotlight winner Brooklyn Castle is penciled in for March 20; and Mike Birbiglia's confessional comedy Sleepwalk With Me is eying a March 21 screening. However, they will only happen if enough people demand them.
Tugg combines two proven business models. Firstly, the "if you demand it, they will come" mantra that got Paranormal Activity on to so many screens; And, second, the Kickstarter concept of only paying if a critical level of interest is reached. Tugg gets people to sign up for a ticket, but only holds the screening if enough people commit. Too few people? No screening, and you don't get charged.
Local interest in the Tugg model seems high, as Drafthouse Pictures is using it to promote SX 2011 oddity The FP. SXSW Tugg'ed some extra shows during this year's regular festival, but this latest batch are all regular, buy-a-ticket style screenings. At time of writing, Iron Sky is a go, but Sleepwalk With Me and Brooklyn Castle both need a few more commitments before the screening can happen. Check the SXSW website for more details and ticketing links.