Former New Line exec and producer Bill Straus has launched New York-based domestic sales banner BGP and will handle “The Playroom,” which premieres at Tribeca.

“BGP is a boutique sales company focused on quality over quantity,” he said.

Straus will continue to work with Circle of Confusion, where he’s had a producing deal since 2003. Straus’s producing banner, Billy Goat Pictures, will remain as a separate entity.

“The Playroom,” is directed by Julia Dyer (“Late Bloomers”) and stars John Hawkes and Molly Parker. Set in 1970’s suburbia, the film concerns a teenager and her younger siblings as they spend the night in their attic telling each other fantastical stories, while downstairs their parents entertain guests over the course of a gin-soaked evening.

Straus’s producing credits include “The Last Rites of Joe May,” “Weapons” and the upcoming “Straight Outta Compton” at New Line.