What Goes Up is a 2009 American comedy-drama film directed by Jonathan Glatzer and starring Hilary Duff, Steve Coogan, Josh Peck, Olivia Thirlby, and Molly Shannon. It was co-written by Glatzer and Robert Lawson and distributed by Sony Pictures Entertainment. Coogan also serves as an executive producer. It premiered on May 8, 2009 at the 3rd Annual Buffalo Niagara Film Festival. What Goes Up was released in the US through Sony Pictures and Three Kings Productions in select theaters on May 29, 2009 and expanded to more theaters the following week. The film grossed $5,290 in its opening weekend.