Flix Premiere Ready for Its Close-Up

While Hollywood is loudly warring over Screening Room, another viewing revolution that promises to benefit indie cinema in particular has just arrived — Flix Premiere, which was launched April 4 in the U.K. and the U.S. by film producer and tech entrepreneur Martin Warner, will add more territories this summer.

Calling the service “a digital cineplex online and on-demand, where cinema meets the distributor,” Warner says that by combining “curated theatrical releases” with on-demand availability where viewers “pay per film, not with monthly subscriptions,” moviegoers will have “a single, simple destination where they can discover great new and old movies, especially indies.”

Warner notes that traditional theatrical distribution and programming models “are set up for blockbusters and primetime slots — and that’ll never change. And all the indies have, by comparison, very little marketing and placement. So we saw this as a great opportunity to try something new,
using the Internet and social media for marketing.”

The new platform will offer viewers “eight to nine” movie premieres every week or so, Warner says, and by keeping films exclusive to Flix and available on-demand, the company will create a clear distinction between traditional cinema release and VOD platforms like Netflix, Hulu and Google Play.

Warner, who predicts that Flix Premiere will attract “over 2 million” viewers in the first year, reports that the service already has “over 100 movies, with our sweet spot being around the $15 million budget mark.”

Its initial slate includes “2 Jacks” with Sienna Miller, “Café” with Jennifer Love Hewitt and “Little Accidents” with Elizabeth Banks and Josh Lucas.

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