Distribution
After the East Broadway screenplay began to show well in competitions, producers started calling, interested in the commercial appeal of the story. One Hollywood producer would allegedly only buy the script if Lee changed the heroine’s ethnicity to Latino American (for a star like Jennifer Lopez). Lee opted not to make the change, and decided instead to get it produced herself, raising the production budget over the course of 4 years.
The film had its world premiere at the 2006 Tribeca Film Festival. It was not picked up by a distributor. Filmmaker Lee said distributors told her a mainstream audience would not pay to see an Asian American protagonist in an American romantic comedy.
Lee release the film herself in cities outside New York and Los Angeles She began by four-walling at the Sundance Kabuki theater in San Francisco. There, Falling for Grace averaged over $5,000 per screen for three weeks. Michael Coppola, owner of the Fleur Cinema in Des Moines, Iowa, saw the film with his wife at the Camelview 5, Harkins Theatres in Scottsdale, Arizona. "The minute I left the movie," said Coppola, "I looked at my wife and said, this is the movie I have to get." Falling for Grace opened at the Fleur Cinema in August 2008.
Falling for Grace has been released commercially in California, in San Francisco, Sausalito, Grass Valley, Grass Valley, Berkeley, Palm Springs, and San Diego; in Des Moines; in Washington, D.C.; in Lakeside and Scottsdale, Arizona; and in Vancouver, British Columbia.
The film was made available on Netflix in 2011
Read more about this topic: Falling For Grace
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