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Pic swims itself ‘Upstream’

Carruth to self-destribute his Sundance pic

Writer-director Shane Carruth (“Primer”) is opting to self-destribute his Sundance pic “Upstream Color” through his ERBP banner.

The drama will open April 5 at the IFC Center in New York before expanding in a platform release schedule in more than 20 markets including Los Angeles, San Francisco, Seattle, Boston, Dallas and Chicago.

Digital distrib will follow in May with cable VOD, iTunes, Amazon, YouTube, Hulu, Xbox, Sony Entertainment Network, VUDU and Netflix and DVD/Blu-ray — all timed to the film’s theatrical expansion.

“As a filmmaker you try to make a compelling case for an audience to stick around minute by minute with what is on the screen,” Carruth said. “By also crafting the marketing we’re still doing that, still storytelling, but we’re trying to make a case for an audience to show up. Hopefully for viewers, framing the film this way and staying true to the film’s intent makes it a bit more of an intimate relationship.”

Written, directed, shot, composed and co-edited by Carruth, “Upstream Color” stars Amy Seimetz and will debut as part of Sundance’s U.S. Dramatic Competition lineup on Jan. 21 before having its European premiere at Berlin in mid-February.Carruth’s creative team includes producer Casey Gooden, online strategist Roger Tinch, theatrical booker Michael Tuckman and the Sundance Institute’s #ArtistServices Project. Ben LeClair and Meredith Burke also served as producers on “Upstream Color,” which reflects how some filmmakers are choosing to maximize their financial upside by taking distribution matters into their own hands.Pic screened Monday night for an industry-only audience of theater owners and programmers who attend the annual Art House Convergence in Utah, which takes place days before Sundance begins.

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