PHILADELPHIA and NEW YORK – MSO Comcast will soon begin offering certain independent films to its on demand customers on the same day they debut at the theatre.
It’s the first time first-run movies will be made available in homes, on demand. "Unlike other day and date concepts, IFC and Comcast will use video on demand to create the first nationwide destination for critically acclaimed independent films," says the companies’ press release.
Beginning in March, IFC in Theaters will debut two independent film titles each month on Comcast on the same day as their theatrical release. Movies from IFC in Theaters will be available for US$5.99 each in the Movies section of Comcast On Demand, and customers will be able to choose from a selection of four to five films a month.
"This agreement creates a national art house for independent film lovers across the country and ensures, for the first time, that first-run films will be made available theatrically and on demand simultaneously," said IFC Entertainment president Jonathan Sehring. "This agreement isn’t about simply collapsing distribution windows; IFC in Theaters is enabling independent filmmakers to reach a wider audience in a much more economical manner. The local cinema will always be the first home for film to many film lovers. IFC has always strived to provide independent filmmakers with a strong voice and to help expand the audience of independent film. Now IFC and Comcast will provide independent films with a unique opportunity to extend and expand beyond traditional distribution means."
IFC Entertainment is the division of Rainbow Media engaged in the theatrical distribution and production of independent films.
"Video on demand is the future of entertainment viewing and Rainbow Media has a long history of developing great VOD brands that provide unique content. The VOD platform is tailor-made for the day and date model," added Lisa Schwartz, Rainbow Media’s senior vice-president of national accounts and advanced services.
IFC in Theaters will include titles such as CSA: THE CONFEDERATE STATES OF AMERICA, executive produced by Spike Lee; I AM A SEX ADDICT, 2005’s Gotham Award winner for Best Film Not Playing at a Theater Near You; THREE TIMES, named 2005’s Best Undistributed Film by the Village Voice’s National Critics Poll; AMERICAN GUN, starring Donald Sutherland, Forest Whitaker, and Marcia Gay Harden; RUSSIAN DOLLS, starring Audrey Tautou; and SORRY, HATERS, starring Robin Wright Penn and Sandra Oh. Last month at the Sundance Film Festival, IFC announced the launch of IFC in Theaters and its plans for simultaneous distribution of at least 24 films theatrically and on demand in 2006.
