When Push won the big awards at Sundance over a week ago I posited that it would be an awesome opportunity for Tyler Perry to use his mailing list and developed audience to promote a film outside his comfort zone which is pretty much himself. Here’s what I wrote on January 25th:
Film doesn’t yet have distribution, but hopefully now someone will sign on. I think this would be a great opportunity for Tyler Perry. I know that he is pretty much focused on his own work but he has a built in list and if he (or even Oprah) would put their names and muscle behind this film I bet it could get a release. Even though I have not seen the film I would guess that from the reception and reviews and awards that the issue with this film will be its hard content especially in this market. Full post
Never in my wildest dreams did I imagine that this would happen. I am shocked and thrilled. The film was bought by Lion’s Gate for approx $5.5 million making it the biggest deal of the festival. Since it won both the audience and jury prize it make sense to me that it got the biggest deal. (Things should work this way yet hardly ever do.) Oprah and Tyler Perry are both going to put their muscle behind the film to get the word out. Props to Lion’s Gate for really thinking outside of their comfort zone on this film. They do very well with Tyler Perry and it makes sense that this film also has potential, but Tyler Perry’s films sell themselves and this one will take a lot of work.
Here’s what Oprah and Perry had to say about the film
“I’ve never seen anything like it. The moment I saw ‘Push: Based on the Novel by Sapphire,’ I knew I wanted to do whatever I could to encourage other people to see this movie. The film is so raw and powerful — it split me open,” Winfrey said.
“I am honored to join Oprah Winfrey and Lionsgate in releasing Lee Daniels’ exceptional film,” Perry said.
Lionsgate, Winfrey, Perry push ‘Push‘ (Variety)