Australian pay-TV operator Foxtel and cinema chain Dendy are launching a new route to market for Australian and international film content by combining theatrical and premium on demand channels of distribution. They say the new model will create a more sustainable distribution strategy for niche feature and documentary films.
This route to market provides a national footprint achieved through a theatrical season at Dendy Cinemas and partnering exhibitors, followed by a near simultaneous premium on demand season on Dendy Direct and Foxtel Store that launches one week after the theatrical release.
Following its world premiere at the Sydney Film Festival, Australia Day, a Hoodlum production for Foxtel, will be released under this innovative new model in cinemas on September 21st and then available one week later ‘Express from Cinema’ in Foxtel Store and on VoD service Dendy Direct on September 27th.
“Dendy is the only vertically-integrated business in Australia offering both exhibition and on demand. It is therefore uniquely positioned to entertain a wider audience by combining the big screen experience of Dendy Cinemas and the national reach of our online movie platform Dendy Direct. This business model which we are branding Dendy Marquee will offer consumers more choice, accessibility, and immediacy in the consumption of quality speciality content,” said Greg Hughes, CEO, Dendy/Icon.
“We are always looking to make our cinema program compelling and eclectic. The Marquee initiative allows us to screen films for our patrons that would otherwise not be available,” said Eddie Tamir, Owner – Classic, Lido, Cameo Cinemas.
“Foxtel is excited to be part of this initiative to bring selected movies into Australian homes even sooner,” declared Foxtel’s Director of Content Ross Crowley. “We love going to the movies, and we love when the movies come to us. Australia Day is the perfect title to lead our expanded Foxtel Store offering, making a great Australian feature available to homes around the country one week after cinema. Australia Day joins thousands of movie titles available on Foxtel Store across IQ2+ and HD boxes.”
The pair say the “innovative” distribution model will contribute to the growth and sustainability of the Australian film industry by providing platform agnostic access for consumers to discover great Australian stories and ensuring these voices continue to resonate with the broadest possible audience.
“It’s exciting that Australia Day will take the lead with Foxtel and Dendy’s new model in bringing films to market,” remarked Screen Queensland CEO Tracey Vieira. “Australia Day, filmed exclusively in Brisbane with Screen Queensland investment, promises to be a popular choice for Australian audiences and should be a successful launchpad for the new Dendy Marquee. Screen Queensland is passionate about embracing new models to reach audiences and is thrilled to see a Queensland film launch this way.”
“It’s a real thrill and honour to be a part of this exciting and hopefully precedent setting distribution platform. I believe the future of niche Australian film distribution has finally arrived, and truly hope that other local filmmakers, distributors, broadcasters and exhibitors will be able to continue to build and expand upon the innovative template that Foxtel, Icon and Dendy have now created,” said film director Kriv Stenders.