What Goes Up is an American comedy-drama film distributed by Sony Pictures Entertainment starring Hilary Duff, Steve Coogan, Josh Peck, Olivia Thirlby, and Molly Shannon, directed by Jonathan Glatzer and co-written by Glatzer and Robert Lawson. Coogan also serves as an executive producer. It premiered on May 8, 2009 at the 3rd Annual Buffalo Niagara Film Festival.