NEW YORK — The Independent Film Channel is kicking off its first decade of existence with major brand expansion projects.
IFC, a network of Cablevision’s Rainbow Media, will launch racy VOD service Uncensored on Demand in September. Early next year the IFC Center, a theater and production site dedicated to independent film, will open in Gotham’s West Village. Today a relaunched IFCRant, the indie company’s magazine, hits newsstands.
Mag’s cover features indie “it” girl Chloe Sevigny, who inside discloses details about her unsimulated sex scene with Vincent Gallo in Cannes flop “The Brown Bunny.” (“I perform the deed on him,” she notes dryly.)
The redesigned bimonthly is being produced in partnership with Gotham-based film newsmag IndieWire, whose founder and editor-in-chief Eugene Hernandez is also overseeing IFCRant’s editorial content.
The two publications share a devotion to non-mainstream films.
“One of the impetuses behind IFCRant and IndieWire is presenting a perspective on the American film industry that falls outside of Hollywood,” said Hernandez. “I’m the first person to go see ‘Spider-Man’ on the first day, but I’m also very much interested in reaching and exploring films outside of Hollywood that you can see at Cannes or Sundance. I love discovering new work.”
The folio’s circulation is 150,000, up from 100,000 when IFCRant debuted in 2000.
Similar to other recent television-to-print models, such as ESPN, Oprah and Lifetime, IFCRant is intent on broadening the IFC reach (the network is broadcast in 27 million homes) in a repackaged format.
“When you look at someone like ESPN, they’ve done really well by giving their fans something to walk around the house with,” said IFC senior VP of marketing Caroline Bock, referring to the successful ESPN magazine. “We’re looking at every way we can touch our consumer, and print has to be a part of that.”
Advertisers lined up include Volkswagen, Starbucks and Bacardi. Mag will be distributed in arthouses and fests around the country, as well as Barnes & Noble and Virgin Megastores.
While IFC projects are touted in the mag — one piece profiles the stars of this summer’s IFC pic “Camp” — the IFC bent is by no means exclusive. Sevigny, for example, has never starred in an IFC film, and another article looks at comicbook legend Harvey Pekar, inspiration for HBO Films’ “American Splendor.”