NEW YORK — Lava Records prexy Jason Flom is about to erupt onto the film scene.
The label boss, who rose to prominence by fostering such hit acts as Kid Rock, Matchbox Twenty and Sugar Ray, is launching a new movie offshoot called Lava Films.
Imprint will kick off with the release of “4th and Life,” the third in a documentary trilogy chronicling the role of sports in prison life. Narrated by “The Longest Yard” star Burt Reynolds, new pic focuses on A football rivalry between two maximum-security penitentiaries in Louisiana.
The other two films in the series, “Wildest Show in the South: The Angola Prison Rodeo” and “Fight to the Max,” documented the spectacle of prison rodeos and boxing matches, respectively. All three films were directed by Oscar-nominated director Simeon Soffer.
“Life” doesn’t yet have a distribution deal, but Flom and Soffer have submitted it for entry into January’s Sundance Film Festival. Soffer sold the first pic in the series to the Discovery Channel, which also pre-financed “Max.”
Flom said the latest film is of particular importance to him personally, as he has advocated for prison-sentencing reform for more than a decade. Any profits from the release of “Life,” he said, will be donated to sentencing-reform charities.
“Some of them are certainly what you’d call hardened criminals, but this provides them a way to work together in a way that people might not have thought they were capable of,” exec said. “The game has a positive influence in keeping violence down and giving these guys the opportunity to rehabilitate themselves.”
So far, “Life” is Lava Film’s only project, but Flom says he is looking at several others, mainly in the $2 million budget range.