Company also eyes straight-to-DVD library titles

Top Spanish indie producer-distrib Filmax Entertainment, co-producer of Euro hit “Perfume: The Story of a Murderer,” is launching a specialty DVD rental label, branded Cinema Prestige.

To be up and running in March, the brand will “target quality, ‘Amores perros’-style product for upscale audiences,” said Carlos Rojano, Filmax’s head of marketing and distribution.

Filmax also will look at acquiring straight-to-DVD library titles for Spain.

Move underscores the building value in Spain of select specialty titles.

“Spanish audiences are aging. Three years ago ‘Perfume’ or ‘Marie Antoinette’ would have made less money than now,” Rojano added.

“Perfume” has grossed $9.8 million in Spain, while Sofia Coppola’s latest has taken $2.1 million in 17 days.

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