If you’re not bombarding the public or the artsy fans with the fact that this picture is opening, you (as filmmakers or even the studio) may understand that you don’t need significant promotion to fill seats. Blair Witch proved that less can be more in the division of exciting a large group of people, but with Gerry the situation seems to be a heavy wildcard. I can see the movie somewhat breaking out into a surprise independent hit, but I can also envision the flick going from zero to zero rapidly in the ways of its ticket selling. I noticed (via the film’s web-site) that ThinkFilm is slowly expanding Gerry in the future weeks (which could be a sign of hopefulness), and even in its second weekend out it will be moved to a two-screened theater that was the home of Blair Witch after two weeks (in LA). This is a venue that also hosted Swept Away on opening weekend (the only weekend as well).

I go at great lengths for this film just because I find it sort of odd in a way where talent as such is being masked. I over-heard through an online message board that at the Toronto Film Festival and one or two other events, Gerry had left many bored to tears and walkouts were even in order. Swept Away even happened to hold the treasure of folks departing the room way before the climax at New York screenings prior to its official theater launch. In a way, I fear the box office treatment Gerry may find itself with, as it looks like a movie that goes at great effort to say "F**k Hollywood, this is our way" in terms of producing an experience that could very well be incredible for those who can appreciate the unique moviemaking style. And also being as though I have high bets that this will be way better than Swept Away, and that SA-like business is a potentially possible turnout in terms of a moviegoer backlash.

If Gerry turns out to be the next bomb a la Swept Away, it will go out in style as it has been getting feverish reviews from critics whereas the Guy Ritchie romantic flick got torturous comments from reviewers. The thing that makes me question, box office wise, is that the Gus Van Sant release is only going in two theaters in America at first, which can be a better sign that they’re looking to fill exclusive territories. When such plays out, it can create an excitement level among fans due to only so many people having the chance to attend, thus elevating anticipation for those in other movie markets who don’t have a screening yet.

Punch-Drunk Love was only booked at two LA theaters and sold out most of its opening weekend shows. However, that was also followed by an almost trippy-natured trailer (showed on several occasions) that made moviegoers question the plot, but were intrigued at the same time being as though it was Adam Sandler in a very unnatural role. Writer/director Paul Thomas Anderson’s credit was showcased briefly at the very end of the ad-spot, which signaled to his bunch of hardcore fans that they were in for an unusual film but one that could be very intriguing to show up for.

Gerry’s trailer has two recognizable faces and a familiar director, but is missing the "It’s by the guy that did Boogie Nights" tagline that filmgoers had for themselves in terms of PDL. The preview also lacks the presence of an actor who’s catching the audience off guard by being in a small movie without his/her usual on-screen personality. Gerry’s ad is truly strange and different a la Punch-Drunk, and maybe even questionable like Blair Witch, but the question is do people know about it? I wasn’t quite expecting the huge reaction BWP received even after I replayed its trailers over and over again online; still getting the kid inside of me freaked out in a mysterious sense on every occasion.

In a way, this column was meant to get the point across that there has been literally no advertising for this movie, and being as though it’s been one film of very high interest of mine that I figured would get promotional exposure to some degree. But also, to anyone who hasn’t heard of Gerry and is remotely interested in what’s been mentioned so far and is anywhere near the exclusive theaters it will be playing at, hopefully the picture will get some sort of attention in some way, shape, or form. I sense a possible flop with this movie with both box office and audience reaction combined, but do hope that there is enough life out there that will actually give this one a shot.

I know there are filmgoers that’ll probably find this movie boring as all hell, and given that I haven’t seen it yet I have no real official say yet. But it just has the glow of a picture that may deserve the spotlight from those who are willing to accept the unusual trip, and may not get the credit. It could be one of those films where the critics love it to death, but crowds despise it. But really, there’s only one way to find out, and that is to see the film and judge for yourself.