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LONDON — Front Row Networks, the L.A.-based concert production and distribution company, has struck a deal with Altive Media for the theatrical distribution of its 3D concerts in the U.K. and Ireland.

London-based Altive, founded by former Odeon and UCI booking director Craig Shurn, specializes in distributing alt-content to cinemas, including live and prerecorded events in 2D and 3D.

“Front Row Networks is extremely innovative and at the forefront of 3D alternative content,” Shurn said. “Their relationships in the music world are second to none.”

FRN is a subsidiary of Writers Group Film Corp. Its latest productions include “JLS Eyes Wide Open 3D” and “Cyndi Lauper, To Memphis With Love.” It recently announced a deal with L.A.-based producer Whitelabel to finance and distribute a project set around the London 2012 Olympics.

“Altive Media is the ideal theatrical partners for us in the U.K., its management has long-standing relationships with multiple theater chains and the company has real experience of distributing alternative content in the territory,” said FRN chief exec John Diaz.

Alt-content is a fast-growing success story in U.K. cinemas. Last Saturday, 80 theaters across the U.K. achieved strong box office results with a live broadcast of Verdi’s “La Traviata” from the New York Metropolitan Opera.