Orchard grows with new content

Distrib adds films, video to digital domain

Video is now growing in the Orchard.

Orchard, the biggest distrib of indie music to digital musicstores, is expending into indie movies and other video content.

First content producers signed on include B-movie makers Troma Entertainment, the company behind the “Toxic Avenger” pics, and C3, which distributes the “Three Stooges” TV episodes. British musicvideos, classic sports and toons from Acrobat are also in the mix.

Company hopes to sell video content via the growing number of digital outlets such as iTunes, which recently started selling video, and Google Video Store. Others are expected to move into the market soon, both online and on cell phones.

Because the online vid market doesn’t yet have a standard price, like 99¢ per track for music, distribs such as the Orchard will have greater flexibility to experiment with business models.

“It’s inevitable that this will be a very large and robust business and will become one of, if not the primary, means of distribution for certain types of video,” Orchard CEO Greg Scholl said.

Company is in the process of acquiring more video with a focus on foreign and niche content, as it has done successfully in the music sector.

Orchard execs will start talking to distribs about selling its video at Midem confab in Cannes next week.

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