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‘Any Day Now’: How Eric Aronson Artfully Marketed His Indie Heist Movie + Exclusive Clip
Eric Aronson is using some unorthodox marketing efforts for his art-heist movie 'Any Day Now.' See a pair of exclusive clips from the movie.
The comedy-thriller, which stars Paul Guilfoyle, won the Audience Favorite Feature at the Boston Film Festival in September and has continued to drum up awareness through what Aronson calls a “Madison Avenue meets indie filmmaking” method. Aronson, who has previously worked closely with Johnny Depp and Sacha Baron Cohen, says he became somewhat disillusioned with Hollywood, “The system is not designed for individuality.” So he decided to save up for a project to direct on his own, “that I could control, that would be small enough,” but also “expansive enough. Aronson reinvested the tax credit he got for shooting in Massachusetts into the marketing, rather than relying on investors, and focused on teasing the audience, enticing them to see the film with tailored videos to pique interest.
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