NEW YORK — In a move of corporate synergy, IFC Films and its Rainbow Media sister Fuse, the music net, are teaming up to release Lou Pepe and Keith Fulton’s punk rock epic “Brothers of the Head.”
It’s the first time the units have paired on a movie release.
“Brothers,” a mockumentary about conjoined twins who form a seminal 1970s punk duo, rolls out July 28.
IFC increasingly has been partnering on its theatrical releases: Unit brought the Weinstein Co. onboard to release “Wordplay,” the crossword docu that IFC bought at Sundance for about $1 million.
Fuse, meanwhile, has been ramping up under new exec veep and general manager Catherine Mullen, who has been taking the lead in the net’s programming, marketing and development activities after arriving from MTV U.K. and Ireland.
The Rainbow units together will collaborate on all of “Head’s” marketing, with Fuse dedicating “substantial airtime” to content premieres, special promos and exclusive clips. Fuse also will be incorporated in all film-related ads, and the net will work with IFC to create word of mouth campaigns.
“We are constantly re-evaluating business models and opportunities to better serve the independent film community,” said Jonathan Sehring, prexy of IFC Entertainment. “The collaboration with our innovative sister network adds the extra muscle needed to target the music community, and youth demographic.”
“Head” stars Harry Treadaway and Luke Treadaway, and was adapted from the novel by Brian Aldiss.
Pic recently played the Tribeca film fest.