Sarah Palin docu takes advantage of digital distribution strategy
After partnering with Arc Entertainment on Sarah Palin docu “The Undefeated,” digital cinema provider Cinedigm has signed on to release eight more pics from Arc set to roll out through the end of 2011.The Arc-Cinedigm partnership is earmarked for independent film using micro-targeted marketing and distribution strategies. “(The deal) acts as a way to bring indie film to theaters in a low-cost, high-impact way,” Cinedigm chairman and CEO Chris McGurk told Daily Variety. “It’s using social media and other targeted marketing methods to reach avid consumers for theatrical product.” In addition to “Undefeated,” which continues to expand Stateside (last weekend, pic screened at 14 locations), Cinedigm previously partnered with Arc on John Carpenter’s “The Ward,” released July 8. Cinedigm plans to use its expertise in the digital space to “sync release footprints” for the eight additional pics, meaning, “Digital allows you to be more strategic geographically and demographically,” McGurk said. Arc CEO Trevor Drinkwater added that digital has the potential to cut P&A costs. “No one can deny the tremendous value of a theatrical release for independent projects,” Drinkwater said in a statement. “Now, using digital cinema and precision marketing, Cinedigm has created the perfect model for getting independent projects to theaters in a financially responsible manner.” Primary marketing schemes will include in-theater promotions, along with online mailing lists. First pic is set to launch limited Aug. 19.
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