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Sr. VP Bob $erney'discusses distribution and the intermittent joys of success
In the independent film world, cable television was once the little guy, the milquetoast who was constantly muscled aside by powerful and sexy theatrical distributors as they led hot new directors to the negotiating table.
But things have changed. Cable channels are investing in original productions-and not movies of the week, but top quality films. And now they're stepping into the theatrical distribution ring.
In September 2000, the Independent Film Channel launched IFC Films, thus becoming the first cable channel to create its own theatrical distribution company handling indie and foreign features. As part of IFC Entertainment, the new distributor is siblings with the cable channel and with IFC's production and financing units: IFC Productions, Next Wave Films, and InDigEnt.
Synergy is a word that carries the unpleasant residue of corporate-speak. But in the case of IFC Films, it's the very thing that gives them a leg-up in a tough, competitive environment. It was one of the elements that convinced writer/director Patrick Stettner, for one, to go with their offer for his film The Business of Strangers. When IFC Films opened Stettner's sharp character drama in over 20 markets in December, the director was delighted with the extras that surrounded it: Promotional spots on IFC and sister channel Bravo; co-star Stockard Channing featured on Bravo's Inside the Actors Studio; a profile on the IFC series At the Angelika; teaser previews on the IFCTV web site, plus junkets in L.A. and New York and an Academy Award campaign for Charming and co-star Julia Stiles.
"There has been synergy applied to my film," says Stettner, "but it's not synergy in a weird way. They're not selling Happy Meals." From his perspective, the marriage is working quite well. "I've felt really blessed."
Aiming to release 10 to 12 films per year, IFC Films will no doubt become a formidable new presence on the indie playing field. Heading up this enterprise is Bob Berney, senior vice president of marketing and distribution. In this interview, the former Texan talks with The Independent about his past as an arthouse owner, his marketing strategy behind the breakthrough hit Memento, and how the synergy of IFC really works.
The Independent:...