‘Jay and Silent Bob Reboot’ Tour ‘Changed the Equation’ for How Kevin Smith Releases Movies

“Why am I going to spend $20 million to make a bunch of people aware of the movie when the only people coming are the ones that I talk to on a regular basis,” the director says

Kevin Smith’s latest movie “Jay and Silent Bob Reboot” is hitting theaters in an unorthodox way. After the film premieres as part of Fathom Events on both Oct. 15 and Oct. 17, Smith will then screen the film across a 62-city tour through February, giving a Q&A at every stop.

It sounds exhausting, if not impractical. But “Jay and Silent Bob Reboot” doesn’t have the luxury of a wide release and a massive marketing budget. And the audience most interested in seeing it already follows Smith religiously.

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Brian Welk

Brian Welk

Film Reporter • brian.welk@thewrap.com • Twitter: @brianwelk