Icon UK today announced that the company would head in a “new strategic direction” by focusing on acquiring and producing films while forming a distribution partnership with Lionsgate. A hook-up with Lionsgate had been expected, but this is the first time the move has been confirmed. The deal is a multi-year pact and will see Lionsgate distribute and release certain of Icon’s film rights in the UK. Icon, meanwhile, is itching to ramp up production. According to a statement, Icon UK’s international sales division will sharpen its focus on acquiring new projects by seeking out production deals to source original content, while retaining its core business off-selling product to international distributors. Aviv Giladi, who was named CEO of Icon UK last week, said: “I’m hugely excited about the prospect of engaging with directors and producers to source and create the most compelling independent movies possible. Content creation is central to my career, and I invite the world’s film talent to come and talk to us at Icon about projects we can partner with.”