Marketing matters for quirky movies

July 01, 2009 The pics are trying to be the next "Garden State," a 2004 film that, like other hipster pics, can be generally defined as trafficking in moody music, casual style and characters who are disaffected. [...] to succeed, these films will need to compete in a more difficult market than "Garden State" did only five years ago -- and do even bigger business than that pic's $27 million. Perhaps the most prominent example of the form is Fox Searchlight's upcoming breakup dramedy "(500) Days of Summer," Marc Webb's subtle, funny and uncharacteristically guy-centric view of modern romance.

Subscribe to the Hollywood Reporter and see the entertainment industry from its best angle: the inside looking out. Complete access to real-time news and exclusive analysis that goes behind the scenes from film to television, home video to digital media.

   Subscribe now.