Thanks to Bob Yari's crafty marketing, the self-released indie pic has transformed from a middling Sundance selection to a profit-turning surprise success.

The industry analysts over at The Hollywood Reporter examine the "Illusionist" miracle - or, how after distribution deals fell through after Sundance, the Edward Norton-Paul Giamatti period piece managed to turn a 51-theater opening weekend into a platform expansion that has earned over $23 million to date.


Ed Norton and Jessica Biel make $23 million worth of magic in "The Illusionist"

THR gives a detailed account of Yari's various strategies to distribute the Neil Burger through his own Yari Film Group once an offer from Universal Pictures fell apart, including trailer-swapping with Focus Features' "Scoop," launching a large-scale promotional campaign with marketing materials, and, significantly, making sure to release the pic (albeit on a very limited scale) months before Buena Vista's rival 20th century magician flick, "The Prestige," hit theaters (the Christian Bale-Hugh Jackman flick is slated for October 20).

Click here for the full article from The Hollywood Reporter.