Melena Ryzik writes at the New York Times:
"The film arrived with strong buzz from animation fans, earned when it won the top audience prize at the Edinburgh Film Festival in July, the first animated film to do so, and helped by Mr. Moore’s blog, theblogofkells.blogspot.com, on which he has chronicled its production since 2005. To capitalize on that, GKIDS set up screenings at animation schools and organized Facebook and Twitter campaigns. "