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“Attack the Block” Plots Out A Pre-Release U.S. Invasion On June 15th

“Attack the Block” Plots Out A Pre-Release U.S. Invasion On June 15th (photo)

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It was only last fall when I wrote about “the wonderful afterlife” of Edgar Wright‘s “Scott Pilgrim Vs. the World,” which wasted no time in mobilizing its rabid fan base after a disappointing theatrical release with a series of midnight screenings featuring special guests to quickly cement its legacy not as a box office misfire, but as the cult classic it likely was always intended to be. However, it seems that experience has very much informed the rollout of “Attack the Block,” the directorial debut of Wright’s frequent writing partner Joe Cornish (“The Adventures of Tintin”), since if you haven’t heard from this site or others is an equally special film that has been building word-of-mouth ever since it made its triumphant debut at SXSW in March.

Now, the film has a release date of July 29th, which nearly guarantees it to be the summer’s most original action film — in his review of the film, Matt Singer called it “a film that combines visceral excitement with cerebral smarts — that’s the film geek holy grail” as it centers on a group of young British street toughs forced to take up arms against an invasion of aliens. But many audiences have already had the chance to see it or will have before it’s released into multiplexes across the country.

AttacktheBlock2_06112011.jpgWhile tickets were just made available for its most public screening after its SXSW play, a gala screening at the Los Angeles Film Festival on June 22nd, “Attack the Block” has been in heavy rotation in Hollywood for months, winning over plenty of celebrity admirers and picking up plenty of self-appointed “Blockheads” on Twitter who have taken to using one of the film’s catchphrases “Trust” as a hashtag. The response not only influenced Screen Gems to pick up the film, but led to one mass free screening of the film in 25 cities on May 25th that has since begat another this Tuesday, June 15th in 14 North American cities (some of which are not sold out yet, as you can see here).

Add to this the open advocacy of Aint It Cool News‘ Harry Knowles and Badass Digest‘s Devin Faraci on Twitter (with the hashtag #attackthealamo) to get an early screening at Austin’s Alamo Drafthouse, which they did — it will be part of the June 15th screenings, leading to similar campaigns in Boston and New York to show at the Brattle and Sunshine, respectively, and it appears that “Attack the Block” will have many more fans before the film’s trailer even shows up in U.S. theaters.

However, the question remains whether or not the film will have exhausted its target audience without ever collecting from them at the box office, a fear that no doubt lingers with the film’s distributor as much as the early one that the characters’ heavy British accents might need subtitles to appease American audiences. Both may prove to be unfounded, but there’s something slightly funny about the fact that many of these early screenings have been called “fan appreciation screenings” when the audience has yet to see the film to know whether they’re fans or not. Still, it’s the kind of reverse engineering that may be required to make “Attack the Block” a hit and if it does, it’ll be thanks to a pre-release marketing campaign strategy that’s all too rare these days — actually showing the film instead of endlessly teasing it.

Will you want to see “Attack the Block” in theaters when it’s released on July 29th? Let us know in the comments below or on Twitter or Facebook.

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The Best Of The Last

Portlandia Goes Out With A Bang

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The end is near. In mere days Portlandia wraps up its final season, and oh what a season it’s been. Lucky for you, you can watch the entire season right now right here and on the IFC app, including this free episode courtesy of Subaru.

But now, let’s take a moment to look back at some of the new classics Fred and Carrie have so thoughtfully bestowed upon us. (We’ll be looking back through tear-blurred eyes, but you do you.)

Couples Dinner

It’s not that being single sucks, it’s that you suck if you’re single.

Cancel it!

A sketch for anyone who has cancelled more appointments than they’ve kept. Which is everyone.

Forgotten America

This one’s a “Serial” killer…everything both right and wrong about true crime podcasts.

Wedding Planners

The only bad wedding is a boring wedding.

Disaster Hut

It’s only the end of the world if your doomsday kit doesn’t include rosé.

Catch up on Portlandia’s final episodes on demand and at

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Your Portlandia Personality Test

The New Portlandia Webseries Is Going Your Way

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Carrie and Fred understand that although we have so much in common, we’re each so beautifully unique and different. To help us navigate those differences, Portlandia has found an easy and honest way to embrace our special selves in the form of a progressive new traffic system: a specific lane for every kind of driver. It’s all in honor of the show’s 8th and final season, and it’s all presented by Subaru.

Ready to find out who you really are? Match your personality to a lane and hop on the expressway to self-understanding.

Lane 10: Trucks Piled With Junk

Your junk is falling out of your trunk. Shake a tail light, people — this lane is for you.

Lane 33: Twins

You’re like a Gemini, but waaaay more pedestrian. Maybe you and a friend just wear the same outfits a lot. Who cares, it’s just twinning enough to make you feel special.

Lane 27: Broken Windows

Bad luck follows you around and everyone knows it. Your proverbial seat is always damp from proverbial rain. Is this the universe telling you to swallow your pride? Yes.

Lane 69: Filthy Cars

You’re all about convenience. Getting your car washed while you drive is a no-brainer.

Lane 43: Newly Divorced Singles

It’s been a while since you’ve driven alone, and you don’t know the rules of the road anymore. What’s too fast? What’s too slow? Are you sending the right signals? Don’t worry, the breakdown lane is nearby if you need it.

Still can’t find a lane to match your personality? Check out all the videos here. And see the final season of Portlandia this spring on IFC.

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Last-Minute Holiday Gift Guide

Hits from the '80s are on repeat all Christmas Eve and Day on IFC.

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GIFs via Giphy, Photos via The Everett Collection

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