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The Fithian Group, launched last fall by longtime NATO chief John Fithian, has developed a data-driven, digital theatrical distribution marketplace it hopes will revolutionize how independent filmmakers and rights-holders book and release movies in theaters.
An early version of the platform, called Attend, rolls out Stateside in the first quarter of 2025. The U.S. and Australia will be initial markets.
Dozens of filmmakers and producers from Sean Baker to Steven Soderbergh Patty Jenkins and Ted Hope are supporting the concept, signing on to an Attend statement “that modern, democratic, data-driven marketplace providing an efficient and effective way to distribute all genres of film directly to theatres and audiences is a vital need for our industry and art form.”
Powered by entertainment tech firm Vista Group, the marketplace allows filmmakers to upload details and materials for their films directly onto the platform. Exhibitors can search the database, and Attend recommends movies. The platform also facilitates the logistics of getting the films to screen. It’s aimed at increasing both the number and range of movies exhibitors can offers and helping them program and market the titles.
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The hope is to regain a thriving theatrical marketplace, which the Fithian Group says has been in decline for the past 20 years, well before the massive hit from Covid, streaming, and Hollywood strikes. It wants to help grow the annual theatrical release slate by featuring mid-range movies that have mostly disappeared from cinemas, international movies seeking domestic releases, and movies that typically receive limited theatrical release but could gain broader audiences through data-driven theater selection, scheduling and marketing.
“Attend expands possibilities for filmmakers and non-studio movies to reach audiences and to expand the reach and efficiency of existing distributors. Over many years of grappling with the challenges and opportunities facing the theatrical market worldwide, as industry leaders we have sought solutions that grow the business for all stakeholders,” said Jackie Brenneman, a founding partner of The Fithian Group.
“With their leading technology, Vista Group’s support will help create new opportunities for filmmakers, exhibitors and audiences that might not otherwise exist,” said Simon Burton, Vista Group’s Chief Film Officer. “We believe that supporting The Fithian Group with Vista’s technologies and solutions will create opportunities for rights holders, exhibitors and moviegoers”
Below is Attend’s mission statement and the list of industry players who agreed to publicly support it:
“We support Attend’s plan to revitalize independent film distribution and marketing through technology, transparency and respect for filmmakers and theatre owners. A modern, democratic, data-driven marketplace providing an efficient and effective way to distribute all genres of film directly to theatres and audiences is a vital need for our industry and art form. We look forward to using this important new tool for our work.”
Sean Baker
Chris Bender
Albert Berger and Ron Yerxa, Bona Fide Productions
Juliet Berman, Spiral Stairs Entertainment
Todd Black and Jason Blumenthal, Escape Artists
Nina Yang Bongiovi, Significant Productions
Effie Brown, Gamechanger
Kristin Burr, Burr! Productions
Anne Carey, Purple Pebble Pictures
Susan Cartsonis and Suzanne Farwell, Resonate Entertainment
Guymon Casady, Entertainment 360
Liza Chasin
Damien Chazelle and Olivia Hamilton, Wild Chickens
Dylan Clark, Dylan Clark Productions
Bruce Cohen, Bruce Cohen Productions
Dan Levy Dagerman and Selina Ringel, Two Hands Productions
Naomi Despres, Artina Films
Dean Devlin, Electric Entertainment
Lorenzo di Bonaventura, Di Bonaventura Pictures
Jonathan Eirich, Rideback
Marc Evans
Erik Feig, Picturestart
Bradley Fischer, Wise Owl Media
Craig Flores, Bread & Circuses Entertainment
Gary Foster, Gary Foster Productions, Inc.
Brad Fuller, Platinum Dunes
Dede Gardner and Jeremy Kleiner, Plan B
Todd Garner, Broken Road Productions
Howard Gertler, Little Punk
Emile Gladstone, Latchkey
Sarah Green, Brace Cove Productions
Carla Hacken, Paper Pictures
John Hall, Retinue Media
Margot Hand, Picture Films
Joe Hart, Hartland Studios
Alex Heineman, The Picture Company
David Hoberman, Hobie Films
Ted Hope, HopeForFilm, Double Hope Films
Leah Holzer, Defiant By Nature
Gale Anne Hurd, Valhalla Entertainment
Dan Janvey
Patty Jenkins, Wicious Pictures
Loretha Jones
Caroline Kaplan
Jonathan King
Cathy Konrad, Tree Line Film
David Koplan, Magnetic Fields Entertainment
Karyn Kusama, Familystyle Film
David Lancaster, Rumble Films
Greg Lauritano, Black Magic
Andrew Lazar, Mad Chance
Laura Lewis, Rebelle Media
Stephen Love, Made With Love Media
Nimitt Mankad, Inimitable Pictures
Andrew Miano, Depth of Field
Rob McGillivray, Tip-Top Productions
Tom McNulty, MC2 Entertainment
Paul Mezey
Kevin Misher, Misher Films
Gil Netter, Netter Films
Siena Oberman, Artemis Pictures
Sev Ohanian, Proximity Media
Bruna Papandrea, Made Up Stories
Jamie Patricof, Hunting Lane Films
Heather Rae, Iron Circle Pictures
James Reatchlous, Two Daughters Entertainment
Amy Redford, RedSkye Productions
Nathan Ross, Lilyrose Productions
Aaron Ryder, Ryder Picture Co.
Peter Samuelson, Philmco Media
Cathy Schulman, Welle Entertainment
Jonathan Schwarz, Super Crispy Entertainment
Stacey Sher
Natalie Simpkins, 19Creative
Steven Soderbergh, Extension 765
Christina Steinberg, Locksmith Animation
Laure Sudreau, Ouroboros Entertainment
Lynette Howell Taylor, 51 Entertainment
Bob Teitel, State Street Pictures
Suzanne Todd
Mark Vahradian, Di Bonaventura Pictures
Monique Walton, Bluestack Media
Kevin Walsh, The Walsh Co.
Jim Whitaker – Whitaker Entertainment
Janet Yang