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Focus Revives Gramercy Pictures for Genre, Launches with ‘Insidious 3’

Focus Features has revived the Gramercy Pictures label — last seen in 2002 — as the genre brand for its action, horror and sci-fi movies.

Insidious: Chapter 3,” which opens June 5, will be the first title to carry the Gramercy brand. Focus, which went through an extensive reorganization two years ago, is a division of NBCUniversal.

“This renewed label reinforces Focus Features’ commitment to bringing a broad spectrum of entertainment to audiences that encompasses both commercial and specialty fare,” Focus said. “As audiences’ consumption habits continue to evolve, the need for the targeted branding of entertainment content and the cultivating of a loyal fanbase becomes imperative. This branding is important not only during the theatrical windows, but also across ancillary and digital distribution platforms.”

Focus said it isn’t adding staff as a result of reviving Gramercy Pictures. Its slate include sci-fier “Self/Less,” starring Ryan Reynolds and opening July 10; “Sinister 2,” opening Aug. 21; “London Has Fallen,” opening Oct. 2; “The Forest,” opening Jan. 8; and “Ratchet and Clank,” opening April 29.

Two awards season films will be released this year under the Focus Features logo — “Suffragette,” starring Meryl Streep and Carey Mulligan on Oct. 23; and “The Danish Girl,” starring Eddie Redmayne on Nov. 27.

Gramercy Pictures was created in 1992 as a joint venture of Polygram Filmed Entertainment and Universal Pictures, serving as distributor of Polygram movies and Universal’s arthouse division. Polygram bought the Universal stake in 1996 and gained full control of Gramercy; Seagram acquired Polygram in 1999 and thereby reacquired Gramercy. The Gramercy name went away a few years later when Seagram sold Gramercy and October Films to USA Networks, which created USA Films.

Gramercy’s notable releases included “Fargo,” “The Usual Suspects,” “Dead Man Walking,” “Elizabeth” and “The Big Lebowski.”

Focus Features was formed in 2002 with the merger of USA Films, Universal Focus and Good Machine. It has released a video touting the new Gramercy Pictures.

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