'Once' Underdogs Open Nation's Hearts, Wallets

Among the paucity of feel-good stories to emerge from this year's Academy Awards, few out-heartwarmed that of Once's buskers-turned-Oscar winners Glen Hansard and Marketa Irglova. Even fewer, reports Time Magazine, can yield the kind of cross-media windfall spawned by their strategically marketed songcraft:

The duo, who have performed in relative obscurity under the name The Swell Season since 2006, now have an Oscar and a Grammy. Once is the best-selling album on iTunes and the #9 DVD on Amazon. Their label expects sales of the album to triple in the next week.
The pair is gearing up for a U.S. tour: Instead of the 75-seat clubs and bars The Swell Season played last year, they'll be headlining venues like Radio City Music Hall and the Coachella Music Festival. There was one other blessing the film wrought — Hansard and Irglova fell in love while promoting Once last spring.

Bravely acknowledging "[t]here's nothing quite like the Oscars as a promotional vehicle," a Fox spokesman toed a company line with a trajectory secretly stretching all the way into 2015, when Once Over — the third Once sequel after the incrementally diminishing returns of Once More, Once Again and their accompanying Hansard/Irglova Happy Meal action figures — will be released direct to YouTube with Miley Cyrus and Zac Efron filling in as lo-fi lovebirds at the helm of a violently franchise-ending 'tween folk apocalypse. Asked to confirm that Diablo Cody is attached to direct, the spokesman declined comment.