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Database Navigates Cinemas for Indie Films

February 4, 2025 by Robert Marich Leave a Comment

You, Me & Her poster

A startup of well-connected cinema executives is beta testing a database to enable indie films to crack theatrical release. The Fithian Group is providing distribution services to navigate cinema, starting with R-rated romantic comedy “You, Me & Her” hitting screens later this month (movie poster above with key copyline “Don’t Make It Weird”).

The initiative aims to flesh-out a database called Attend to combine audience potential at specific cinemas and break down appeal of films to find matches. “We’re bringing Internet technology to the cinema industry where it currently doesn’t exist,” says Jackie Brenneman, who is working the initiative. “The idea like an Airbnb and dating app” applied to booking independent films at cinemas, adds Patrick Corcoran.

They are both founding partners at Fithian Group, which is a Burbank, Calif.-based consultancy established in 2023 by three former executives from cinema operators trade outfit the National Association of Theatre Owners (NATO). The third founding partner is John Fithian, who headed NATO for 23 years, so the trio is well known in the film exhibition business.

John Fithian says that the plan is to place 10-15 independent film in cinemas through June 2026 for what he calls a beta testing phase. The ambition is for all types of films to get to market to map out strategies for subsequent releases. Artificial intelligence is expected to further refine.

One key new wrinkle is the films won’t necessarily need synchronized national release to capitalize on national TV advertising support, which is the common practice today. Instead, Fithian says that the films will get a heavy dose of local promotion, especially in digital media and in-theater trailer support. For this to work, Fithian says, exhibitors will need to commit some screens much longer in advance then the current practice of deciding on Monday what will play on Friday.

You, Me & Her screengrab
Romance gets complicated in “You, Me & Her” trailer.

First to cinemas is “You, Me & Her,” an offbeat rom-com expecting to reach 200 movie theaters Feb. 14, Valentine’s Day. Fithian says the beta run will encompass U.S. theaters “all the way from Alaska to Miami to Guam. It’s a really good footprint.”

“You, Me & Her” made the rounds at film festivals for the past two years, winning 12 awards, according to IMDB movie database.

The Attend database is being developed in partnership with the Vista Group, which is a publicly traded cinema services outfit based in New Zealand. Besides audience information, the ambition is for Affirm to also serve as a marketing-materials hub for film producers to upload marketing materials for easy-access by exhibitors showing their films. Attend will also be a hub for financial transactions.

A Variety story by Brent Lang says the initiative creates a self-serve avenue to cinemas and filmmakers will no longer be forced “to partner with a traditional distributor. The goal is to democratize theatrical distribution and to enable more movies to get extensive releases in cinemas.”

Related content:

  • Variety: Romantic Comedy Will Test Fithian Group’s Digital Distribution Marketplace

Filed Under: exhibition, featured, independents, news Tagged With: data

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