Technicolor has struck a partnership to become the first delivery partner for a new online content marketplace, Rightstrade.The joint venture of Matilda Media and FilmTrack is to be an online sales, rights management and delivery platform for movie and TV sales agencies. Features for the new platform include online screenings, availabilities and territory license transactions, so buyers can view and make offers for titles online from any web browser or on mobile devices. Technicolor, Rightstrade’s first global delivery partner, will provide delivery services to Rightsrade’s buyers and sellers, including theatrical exhibitors, VOD platforms and international distributors. Rightstrade co-founder Alexander Hartman told Variety that theaters and video outlets will be able to book content and take delivery nearly instantaneously over the Internet (“like a theatrical Netflix,” he said) or have physical media sent if they prefer. He said that with RightsTrade, in theory a producer could put a picture directly out for sale without a distributor and theaters could book the pic directly. “It’ll give theaters far greater flexibility in the kind of content they can be exhibiting,” he said. “Hopefully they can use this ability to locate independent film and independent content.” FilmTrack boasts some 100,000 titles on its rights management system and Hartman expects most or all to be available on its platform. Hartman said Rightstrade is in the process of concluding a virtual print fee regime. “We feel the physical markets and especially the festivals play a very important role in marketing films and bringing people together,” Hartman said, “but if you can cut the number of people who have to go by half, that saves a lot of money. A lot of this can be done online.” The Rightstrade platform is skedded to go live this fall. Rightstrade is not the first attempt to build such an online marketplace. Ascent Media announced its Global Media Exchange (GMX) just over four years ago (Daily Variety, April 8, 2008) but an Ascent spokesman said GMX has been shut down.