Mr. Palmucci estimated that by the end of its nearly six-month theatrical run “Old Joy” will have played in almost every major market in the country. Kino can’t afford to buy full-page ads in big-city newspapers but did run a few small ones. It also spent about $40,000 to blow the film up from 16 millimeter to 35 millimeter; $24,000 on 22 prints; $6,500 on 200 trailers; $4,000 on 50,000 postcards and about $3,000 on Web advertisements. Kino also bought posters and radio spots, and hired outside publicists. It has been a heroic effort, but the postcards, the trailers and all the glowing reviews have not been enough to make the film a hit for the distributor. As I write, “Old Joy” has pulled in less than $200,000.