EXCLUSIVE: Cinetic Media has hired longtime indie film marketing and publicity exec Ryan Werner, giving him the title of Senior Executive. Werner takes the post after working New York and building campaigns for indie films for the past 17 years. The move was confirmed by Cinetic founder John Sloss. He said that this doesn’t presage a further move into distribution by PDA, which does multi-platform releasing of a film per year (last year was the unauthorized Disney theme park-shot Escape From Tomorrow). Rather, Werner comes aboard to provide an extra set of services in a company designed to find ways for its clients and films to exploit a changing marketplace. Marketing savvy is just one part of that.
EXCLUSIVE: John Sloss, whose Producers Distribution Agency is releasing the provocative unauthorized Disney World-shot Escape From Tomorrow, reports that in its first two weeks, the film grossed $139,334 in theatrical revenues — and $120,560 in VOD/digital grosses — for a total take of $259,894. VOD, he said, was $55,000 and broadband revenue was $65,000. Now, that’s chump change for a studio release, but groundbreaking in that Sloss even volunteered it. Unless it’s after the fact on a triumph like Margin Call or Arbitrage, it feels like most multi-platform distributors would sooner give out the numbers to their personal bank accounts than timely VOD grosses. It makes my job reporting specialty box office an incomplete exercise, because VOD/digital revenues play a bigger role on the specialty film release circuit every year. Distributors say their films clean up on cable and broadband, but there is no reliable mechanism for timely tally on VOD revenues the way there is on theatricals.
Sloss, who is on both sides of the coin in that his Cinetic Media brokers film distribution deals and PDA does multi-platform releasing on films like the Banksy documentary Exit Through The Gift Shop, has issued a challenge to his rivals: cough up the numbers as they get from cable companies, iTunes and other revenue providers, and create a level of transparency that shows what VOD really means to the bottom lines of prestige films.
“We are calling upon those distributors who have been pioneers of the day-and-date evolution to supply Cinetic with their cable and broadband VOD grow numbers,” Cinetic said in a statement. “When combined with the readily available theatrical gross numbers, it will enable us to post ‘Multi-Screen Grosses’ by Monday of each week. This service is designed to help filmmakers make more informed choices when deciding between more traditional theatrical scenarios and day and date releases.”
Right now, my specialty box office report leaves me with theatrical release givens like screen count, per screen average and total gross. The VOD numbers are anybody’s guess, even though they probably often dwarf theatrical revenue on day-and-date and ultra-VOD releases; there, theaters often won’t play those films at all, or not through the traditional revenue split system deals between distributors and theaters. That means distribs have to “four wall” theaters, or essentially rent the screens for a set fee.
“There are a group of distributors that are increasingly moving toward day-and-date releases,” Sloss told me. “There must be a reason they’re doing that. They know it. There’s no reason why filmmakers and financiers shouldn’t know it as well. Rather than just making a decision based on faith, they should be able to do just like the distributor is doing by making decisions based on information. It’s time for that statistics to be known. It should have happened immediately when distributors moved from pure theatrical to day and date because it is the functional equivalent to theatrical box office.”
EXCLUSIVE: Producers Distribution Agency has signed on to release the SXSW Audience Award-winning documentary Brooklyn Castle. PDA is the releasing arm hatched by Cinetic Media’s John Sloss and Bart Walker that selectively takes on art house fare. Brooklyn Castle marks its fourth release, after the successful docus Senna and Exit Through The Gift Shop and the Emilio Estevez-directed drama The Way. Brooklyn Castle will be released October 19, and once again, Abramorama’s Richard Abramowitz and Bond Strategy’s Marc Schiller will guide the marketing and distribution of the Katie Dallamaggiore-directed film.