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Strand Releasing will handle the North American distribution of “Front Cover” by Asian-American director Ray Yeung.

The film premiered at the recent Seattle festival and will next week be the opening title at the Hong Kong Lesbian and Gay Film Festival. It will subsequently screen at the Hawaii festival and New York’s NewFest, before Strand gives it a commercial release starting from New York in Spring 2016.

Rights are represented by Hong Kong- and Amsterdam-based Fortissimo Films.

The film follows the story of a gay Asian American fashion stylist who detests and rejects his Asian heritage, but is forced to reassess his style and cultural background when he is obliged to work with a visiting Chinese celebrity.

“This film is about internalized racism which is rarely addressed in movies. We know this partnership [with Strand] will bring a fruitful experience to everyone involved in this film,” said Yeung, who previously directed “Cut Sleeve Boys.”.

“Front Cover” is produced by NewVoice Production Inc. , along with producer, Kaer Vanice (“Ten Stories Tall”) and co-producers Chowee Leow (“The Blue Mansion,” “Cut Sleeve Boys”) and Stan Guingon (“Paper Wrap Fire”).

The deal was negotiated by Fortissimo Films’ chairman, Michael Werner and Strand Releasing’s co-president, Marcus Hu.