LONDON — Multi-media production company Pulse has launched its own in-house film distribution arm, it announced Monday.

“Given the type of films we make, and the fact we are now financing a large proportion, we no longer see the value of enlisting a third-party distributor,” said Pulse CEO Thomas Benski. “Setting up a distribution arm is a natural progression for Pulse’s development and growth as a media business.”

Appointing Anna Sissons as film distribution manager the company plans to take a fresh approach to the film distribution model, adapted to suit the changing media landscape. This includes using social media and leveraging brand partnerships, as well as staging unique events around film releases.

“The aim is create a new type of company, focused on audiences, that brings different techniques to film marketing and distribution,” added Benski.

Sissons joins Pulse from the U.K.’s specialist documentary distributor Dogwoof, where she was outreach coordinator, managing the company’s innovative popup cinema initiative from inception.

The first release through the new arm will be music documentary “Shut Up and Play the Hits,” about dance-punk band LCD Soundsystem, which will get a one-night only premiere release in 50 cinemas across the U.K. and Ireland on Tuesday. The screening will include red carpet coverage and a post-film Q&A with LCD Soundsystem front-man James Murphy, transmitted live via satellite from London to all 50 venues.

Pulse has also teamed with Google+ Hangout to host a fan hangout for the Q&A, with fans around the world able to login in to view the Q&A and interact with other members of LCD Soundsystem in real time.

Pulse launched in 2005 with the goal of establishing a fluid approach to production across film, music, television and advertising. Pulse Films recently co-produced music documentary “Katy Perry: Part of Me,” which has grossed $32.5 million at the global box office to date through Paramount.

Pulse titles include “Who Is Dayani Cristal?,” starring Gael Garcia Bernal.

A full slate of Pulse releases will be announced in the fall.