the elevator pitch

The award-winning short film about a man trapped in a fiery trailer is burning up the charts. Centigrade, the most acclaimed Canadian film of 2008, has soared to No. 5 in the iTunes chart, which tracks the most popular downloaded films in its catalogue.

Earlier this month, Centigrade debuted on iTunes, becoming the first live-action Canadian short film distributed by the Apple resource. Through the iTunes distribution deal with Shorts International, Centigrade is available for download and rental in Canada, the United States and Great Britain.

The brainchild of Vancouver-based actor Colin Cunningham and actor/producer Madison Graie, Centigrade was made on a $20,000 budget and shot entirely with a handheld digital camera that Cunningham says “was the size of a shoe”. In March, the movie became the first Canadian film to qualify for the 2009 Oscars when it won the Best Narrative Short prize at the Cinequest Film Festival, an Academy Awards-sanctioned event.

When it was listed on iTunes, it heralded a new era for shorts. Previously, filmmakers’ best hope of making money on a short film was to receive backing for a feature-length production.

“In making this short, we didn’t expect it to be a financial success,” says Cunningham, the film’s lead actor who also wrote and directed it. “This deal opens doors to aspiring directors and producers.”

The 17-minute film captured five Leo Awards, which honor the British Columbia Film and Television Industry, in May and has qualified for the Genie Awards, the annual fête that recognizes Canadian filmmakers.

“The movie has exceeded our wildest expectations,” says Graie, who along with Cunningham, her long-time collaborator, developed the script that had been closeted for 13 years. “The fact that it’s gaining a wider audience is tremendously satisfying for us. Ultimately, that’s the greatest reward — to know your artistic endeavor is out there, really entertaining people.”

Colin Cunningham arrives at the Leo Awards on Saturday with girlfriend Brianne McQuair while ‘Centigrade’ picture editor Jonathan Tyrell (background) looks on. (Photos by Julia Pelish)

Another awards show, another big night for Team Centigrade.

The thriller snagged two more Leo Awards on Saturday night, including Best Short Drama. Colin Cunningham, who won Best Direction on Friday, took home Best Performance by a Male as “Centigrade” came away with five Leos in the Short Drama category during the two-night showcase at the Westin Bayshore in Vancouver.

Producers Madison Graie and Derrick Garland picked up the top category prize for “Centigrade”, which continued its impressive run of achievements.

The film qualified for Academy Awards consideration in March when it won Best Narrative Short at the Cinequest Film Festival. It’s also been selected for screening at Cannes Short Film Corner, the Toronto Film Festival and the Jackson Hole Film Festival, among other places.

“We never expected this,” said Cunningham, who made his directorial debut with this movie. “We hoped and we prayed that we could make a good film and hoped that people would appreciate it, at the most, really. To go where it’s gone. … You know, here’s a little short film and it’s helped break us out of the box a little bit.”

In their two decades of collaboration, Elevation PR clients Cunningham and Graie have relied on toil, teamwork and talent. Their past efforts contributed heavily to the success of “Centigrade”, Graie noted. “We’re very honest. We have an acting background, both of us, we have a critical eye for each other. That becomes invaluable as a working tool,” said Graie, who also starred in “Centigrade”.

The other statues “Centigrade” picked up at the British Columbia Film and Television Industry Awards were for make-up (Jane Dancose) and overall sound (Real Gauvreau) in short drama.

PHOTOS: Colin Cunningham shows his appreciation for his Leo Award for Best Direction (second from top) and Madison Graie arrives on the red carpet before taking home the Best Short Drama prize.