Believe it or not, The Moment had its premiere at the Sundance Film Festival already in what probably should have been a bigger deal. Instead, the film earned a mixed critical reception and was far from the highlight of the festival in terms of attention (that would be Olivia Wilde's The Invite, which we covered earlier this week).
The idea to release The Moment theatrically a week after its Sundance premiere was likely a noble attempt to capitalize on a cultural conversation that, unfortunately, never happened. Well, I suppose it did happen during Brat summer, but as we've said, that era ended a long time ago.
There are some lessons to be learned from the lack of buzz around The Moment. First, if you're making a film based on what was largely a temporary internet trend, it might be difficult to drum up enthusiasm just after people had enough of it. Second, what might have been a phenomenon in niche circles and in a different industry might not necessarily translate to movie lovers.
Finally, there needs to be real incentive to get people to see “the Brat movie” in theaters. Strong word of mouth surely would have helped in that department. People who have a fondness for the album may still need to be convinced that the movie offers them something that's worth spending more money on… especially when they can simply listen to the music at home instead.
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