‘5 Star’ goes day and date on Facebook

Indie pic bows in 10 theaters and on social network today

As more indies offer video-on-demand rentals of their films day-and-date with limited releases, they’re increasingly turning to Facebook as a platform, with Gravitas Ventures and Breaking Glass Pictures bowing “5 Star Day” today on the social network as the film rolls out in 10 theaters.

Pic, which stars Cam Gigandet (“Burlesque”) and Jenna Malone (“Sucker Punch”), will be available to stream full screen for an initial price of 70 Facebook credits, or $7, for 48 hours in the U.S. — making it the first film to get a simultaneous theatrical and Facebook run. Pic will also be available on all other VOD platforms online and through cable, satellite and telco services.

Film will be available on Facebook for the next three years. The rental price will drop to 40 Facebook credits when the film is releaed on DVD in February.

In a unique marketing move, the rental application for the film will also appear on dozens of Facebook pages that revolve around astrology, spirituality, and self-improvement, as well as those of Gigandet and Malone, to give the pic additional exposure.

Danny Buday made his directorial debut on the film, which revolves around a man determined to disprove astrology when his horoscope forecasts a flawless day on his birthday but everything goes wrong.

Gravitas Ventures’ Nolan Gallagher and Breaking Glass’ Rich Wolff are handling distribution of the pic and chose a November release because, they said, “The themes covered in the film of finding connections in the world and self-evaluation are particularly timely over the holidays and as people think about New Year’s resolutions,” Gallagher said.

With more than 750 million users, distribbers see Facebook as a potentially lucrative new VOD option to wring more coin from film releases. Paramount, Universal and Warner Bros. already have started renting films on the social network. Blockbuster also plans on making thousands of films available to rent on the site later this month.

Last month, Millennium’s “Trespass” and Lionsgate and Roadside Attractions’ “Margin Call” received day-and-date theatrical and VOD releases across all digital platforms except Facebook.

CSG Intl.’s Content Direct built the Facebook application to sell rentals using the site’s credits currency.

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