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The U.K. and Ireland rights to U.S. helmer Andrew Bujalski’s first two films, “Mutual Appreciation” and “Funny Ha Ha,” have been snapped up by startup U.K. distributor Diffusion Pictures.

Diffusion struck the deal with Goodbye Cruel Releasing, which is opening “Appreciation” on Sept. 1 Stateside. Channel 4 Intl. acted as sales agent.

“Mutual Appreciation” is playing at the Edinburgh Film Festival. Diffusion plans to release five or six films a year in the U.K. and is launching a production fund.

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