Pic released in theaters, on pay TV at same time

U.K. film distribution and exhibition group Curzon Artificial Eye and satcaster BSkyB will simultaneously release helmer Todd Solondz’s “Life During Wartime” in theaters and on pay TV.

Pic will be released in at least 10 theaters April 23 and will be available the same day on BSkyB’s pay-per-view service Sky Box Office for two weeks.

The pair partnered on a similar release strategy for “The Edge of Heaven” and “Julia” in 2008.

“We see this as a great model for the future distribution of smaller independent films,” said Philip Knatchbull, CEO of Curzon Artificial Eye.

Knatchbull said the model served people who didn’t want to go to cinemas, while Sky’s cross-platform promotion of the film will provide greater awareness of the film.

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