If anyone in the southern half of England wants to see the low-budget Brit pic “School for Seduction” in its opening week, they’ll have to travel a long way.
Redbus Pictures has booked the movie, which bowed Dec. 3, into every multiplex in the north but just a single screen in the south — the Odeon Mezzanine in London. And the only reason Londoners are getting a look is to make sure the pic is reviewed by the national papers.
“School for Seduction,” starring former topless model and failed morning TV host Kelly Brook, is a comedy about an Italian waitress who teaches the ladies of Newcastle how to ensnare men.
British auds take a lot of persuading to turn out for a low-budget Brit pic, so Redbus is gambling that the movie’s northern accent will appeal to locals. It staged the premiere in Newcastle, and is spending heavily on regional TV and radio.
The approach echoes the way movies used to be released decades ago, region by region.
Brit distribs still use the strategy for Irish pics, releasing them in Ireland, where there’s huge support for local movies, ahead of their rollout across the U.K.
Redbus is enjoying big success in Ireland with the black comedy “Man About Dog,” which has become the second highest grossing Irish indie movie ever, with $2.7 million.