I spent the past week thinking of a clever title for this post, to my failure and disdain, that which you see (yeah, up there, look up) is the best I can come up with.

As a bit of background, Purple Violets gained a bit of attention as the first movie directly released to iTunes as an exclusive before it is available either as a direct-to-video release via DVD/VHS/rental or in the theaters. This move generated a bit of media coverage which probably would’ve never occured via any other channels, and the film would likely have died an obscure death, or relegated to the bargin bin in Best Buy.

However, Purple Violets’ release is not just a play on generating media hype. The nature of the film itself is almost exactly the opposite of that. I am reminded of a few years ago, when horror movie genre was gathering steam yet again, and there were a lot of hype generated around some horror film fest (something akin to the 4 horror films you’ll never see, major studio will never release, or one of those all-weekend horror film b-flick marathons… or something); and the films all turned out to be forgettable, mediocre waste-of-my-time-and-intellect (what little is left of that last part).

Purple Violet is *not* one of those films that would’ve been dependent on media hype to just be seen. It is a very frank, straight forward and non-assuming film about relationships and human interaction. It doesn’t provoke any new revelations or truth about…