Film Festival Etiquette for the Email Age February 28, 2012, 5:34 pm LOS ANGELES - If you're a director with a movie accepted at a major film festival, you may want to learn from Jordan Roberts and not fire off a late-night email to the organizers that you might regret the next morning. Or, if you're an all-publicity-is-good-publicity kind of filmmaker, you may want to do exactly what Mr. Roberts did. Last month, the South by Southwest film festival selected Mr. Roberts's subversive drama "Frankie Go Boom" as part of its line-up and asked him to email a one-sentence blurb summing up the plot for a press release. It was late at night, Mr. Roberts was feeling a little punchy, and this is what came out: "A flick by Bruce about his little brother Frank who's a crybaby [expletive] who shouldn't do [expletive] embarrassing [expletive] if he dozn't want people 2 see it." "I woke up and recalled what I'd done and panicked," Mr. Jordan said. More than panicked. I flipped out and immediately sent off a kinder, gentler - and slightly duller - logline to the festival, begging them to strike my original. But the new version never made it to the right person and South by Southwest, which will hold the premiere for "Frankie Go Boom" on March 10, went with the original missive. An apoplectic Mr. Jordan called the festival, but as he did emails started to pour in; people found his description funny. Presto: "Frankie Go Boom" has been shortlisted on blogs as a "must see" for this year's South By Southwest festival, the film portion of which runs March 9 to 17. Mr. Roberts's takeaway? Definitely respond to emails "late at night when I'm too tired to silence the filthy little subjective" thoughts that rattle around his head (although he did throw in an obscenity as well).