So. Tired. Of. Talking. About. Juno.

Look, let’s get one thing straight: in that post that I wrote earlier this week,  I wasn’t making a statement about Juno’s quality. I’ve done that elsewhere, but at this point it seems like my energy would be best directed elsewhere–it’s not THAT offensive, and it’s certainly better than Little Miss Sunshine. All I was saying, is that the idea that this film has “crossed over” from an “indie” sphere to mainstream success is a fiction created and promoted by Fox Searchlight in order to align Juno with past “crossover” successes. This is working for them, so that’s great. But the idea that Juno is “small”, that it’s some kind of an underdog––either at the box office or within the clusterfuck of award’s season––is categorically insane.

It’s also somewhat troubling to think that if this kind of marketing coup works so well once, it’ll almost certainly work again, and at some point, there won’t be room in the marketplace for actual “small” films that have actually “crossed over”, because they’ll be pushed out of the conversation by studio films (I don’t care how much Juno cost to produce–it was paid for by a studio and it has the full benefit of a studio’s marketing apparatus) masquerading as “small” “crossovers.”

I don’t think I have anything left to say about this, but feel free to have at it/me in the comments.