Indie Hit "Once" Gets Massive Marketing Push

USA Today:

Once is getting a second wind.

The Romeo and Juliet-style romance about two star-crossed musicians has been maintaining strong ticket sales since May, amid a season of one-weekend wonders.

Once is now attempting to expand on its art-house accomplishments and find a broader audience, after also catching the attention of the stars' musical and filmmaking heroes, Bob Dylan and Steven Spielberg.

Playing in 140 theaters, Once has earned $6.5 million -- tiny compared with studio blockbusters playing on thousands of screens, but huge considering its creators thought they'd be selling the movie, which cost a mere $150,000, only at their concerts.

Read the whole story: USA Today