“Increasingly, more independent movies are adopting models of grass-roots marketing. Unable to compete with the multimillion-dollar advertising budgets of studio blockbusters, small movies are instead targeting localized niche audiences as a way to gain traction. That platform allows a film to open small and then potentially build momentum through word of mouth, just as “My Big Fat Greek Wedding” did two years ago by initially making a splash in the Greek-American community. That movie went on to become the most profitable romantic comedy in history.”