The Strange, Frustrating Reason Why Matthew Weiner’s Feature Film Debut, ‘You Are Here,’ Was Retitled ‘Are You Here’
This Friday, the feature film debut of Mad Man mastermind Matthew Weiner will open in select cities, but it’s not exactly the same film that premiered at last year’s Toronto Film Festival. It’s not that just that the writer/director re-edited the Owen Wilson/Zach Galifianakis/Amy Poehler comedy/drama, changing some music and expanding the running time. The film’s title has also been altered, from the definitive You Are Here to the questioning Are You Here (and don’t even get me started on that missing question mark). The flip-flopping of those three words isn’t just a tactic to hide the picture’s mixed festival reception. There’s a much simpler explanation: Are You Here is also debuting On Demand this week, and the new title’s placement is much more desirable on alphabetical VOD menus. And this kind of thing happens all the time.