JUNE 16 • 2022 | 47
ARTS&LIFE
FILM
H
er red-carpet glam and skis
were all packed. Her flight
and hotel were booked.
And then Omicron hit. As everyone
watched the COVID numbers con-
tinue to soar in January, Sundance
Film Festival planners made the
crushing decision to cancel the
in-person portion of the event.
And West Bloomfield native Jessica
Switch was stuck at home, attending
Sundance virtually.
“Sundance is my favorite festival.
I’ve been going every year since 2014
to scout new talent — writers, direc-
tors and actors. Hollywood does a
full takeover of Park City [Utah].
Schools, libraries — anything with a
big space and stadium seating — are
converted into a movie theater,” said
Switch, senior vice president of pro-
duction at PICTURESTART in West
Hollywood.
“Sponsors, talent agencies and
some production companies take
over restaurants and bars to have
events and after-parties for films.
And there’s usually a snowstorm at
some point, which adds to the mad-
ness.”
Over five days of the fest, Switch
typically sees six films a day, from
8:30 a.m. to the final screening at
midnight. She takes notes at each
one to remember what she liked and
meets with her favorite directors. As
a producer, Switch brought Cha Cha
Real Smooth to Sundance this year.
“The screenings are one part
of the festival. The sale aspect is a
whole other whirlwind. The Cha
Cha Real Smooth buzz started a cou-
ple hours after the screening when I
started getting texts from my acqui-
sition’s friends. Apple immediately
made it known to us that they loved
the movie and wanted it,” Switch
said.
Apple TV+ bought the film for $15
million and will start streaming it
worldwide on June 17. Cha Cha Real
Smooth will also premiere exclusively
at the Maple Theater in Bloomfield
Township the same day.
The biggest sale at Sundance
this year, Cha Cha Real Smooth
also won the Sundance Audience
Award. Cha Cha was written and
directed by Cooper Raiff, who
also stars as Andrew, a 22-year-
old college graduate stagnating
at home with his parents
(Leslie Mann and Brad
Garrett) and 13-year-
old brother (Evan
Assante). Andrew
lands a job as
a bar and bat
mitzvah “party
starter”— better
known to Metro
Detroiters as
the Star Trax
MC. At one
bar mitzvah,
Andrew
Behind the
deal with
Jessica
Switch.
Cha Cha Real Smooth
Bought by Apple TV+
for $15 Million
JULIE SMITH YOLLES
CONTRIBUTING WRITER
JUNE 16 • 2022 | 47
buzz started a cou-
ple hours after the screening when I
started getting texts from my acqui-
sition’s friends. Apple immediately
made it known to us that they loved
the movie and wanted it,” Switch
Apple TV+ bought the film for $15
million and will start streaming it
worldwide on June 17. Cha Cha Real
will also premiere exclusively
at the Maple Theater in Bloomfield
Township the same day.
The biggest sale at Sundance
Cha Cha Real Smooth
also won the Sundance Audience
was written and
directed by Cooper Raiff, who
also stars as Andrew, a 22-year-
old college graduate stagnating
at home with his parents
(Leslie Mann and Brad
Garrett) and 13-year-
Jessica
Switch
continued on page 48