Cinedigm is partnering with BitTorrent — the company previously known for enabling pirates that is now going mainstream — to promote the release of helmer Dante Ariola’s “Arthur Newman,” starring Colin Firth and Emily Blunt.
Cinedigm, which opens the film on April 26, will use BitTorrent software to allow an exclusive view of the first seven minutes of the film before its theatrical release along with stills from the film, the official one sheet and the film trailer.
Cinedigm chief marketing officer Jill Newhouse Calcaterra touted the company’s relationship with Silicon Valley, saying, “ By offering consumers legitimate content via the BitTorrent suite of software products, we continue to find creative ways to locate avid audiences for our films.”
Bit Torrent has been at odds with Hollywood in past years because its software was used for illegal downloads. The company said the new alliance is aimed at putting those differences aside.
“This is a visionary move by Cinedigm and represents a significant shift in how the media industry perceives BitTorrent,” said Shahi Ghanem, chief strategy officer of BitTorrent. “We’re able to connect Cinedigm with real movie fans that actively support content creators and by doing so BitTorrent can demonstrate how we add value through continued innovation.”
Popular on Variety
Cinedigm acquired all U.S. distribution rights to “Arthur Newman” in November, two months after the drama premiered at the Toronto Film Festival.
The script, written by Becky Johnston (“Seven Years in Tibet”), is about a man who stages his own death and buys himself a new identity as Arthur Newman. His road trip towards a new life is interrupted by the arrival of a woman who is also trying to leave her past behind.
The film was produced by Vertebra Film’s Mac Cappuccino and Cross Creek Pictures’ Brian Oliver, with Alisa Tager and Becky Johnston.