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The Fits supported through New Release Strategy

The next film to receive New Release Strategy support is The Fits. The Strategy is an initiative supported by the nine regional UK Film Hubs to expand the reach of foreign language and independent films so they can be seen by more people in more cinemas throughout the UK.

After taking cinemas in the States by storm, The Fits will be released in the UK from 24 February and can be booked via Lionsgate.

The Fits is the fifth title to receive New Release Strategy support and an extended marketing campaign, as well as the NRS marketing pack for exhibitors, will be launched early in the new year. As with all NRS titles, additional marketing support is directly available for venues screening the film.

The Fits is a mesmerising and visually beautiful journey from girlhood to adolescence. Everything about this film speaks of discovery, from its poetic visual style, its brilliantly captivating lead performance (from 11-year-old Royalty Hightower) to the talent behind the camera.

The Fits preview screening
Film Hub Scotland is hosting a preview screening of The Fits for our members on Monday 9 January at Filmhouse in Edinburgh. Following the screening there will be a chance to hear about the support available through the New Release Strategy.

You can find more about the preview screening and sign up here.

Into Film's Stranger Things package
Into Film is looking to partner with Hub members on free schools screenings throughout February and March in 2017. As strategic partners, BFI FAN and Into Film share a commitment to introducing British and specialised film to young audiences, and Into Film can help Hub members forge stronger links with their local schools by facilitating and promoting ad hoc screenings.

Inspired by upcoming new releases The Fits, Moonlight and My Life as a Courgette, we ask ‘what’s happening to me?’ in this programme of films that explore the period between pre-teen and coming of age. From preparing for school transition and for puberty, through to coming out the other side, those stranger things keep happening.

If you're interested in taking part please apply by Monday 16 January 2017.

Find out more about Into Film's Stranger Things package here.

What is the New Release Strategy?

The New Release Strategy is a scheme aimed at supporting some of the best new films from across the globe. Backed by the nine regional UK Film Hubs, over £100,000 is being invested, with the support of BFI awarding funds through the National Lottery, to support six titles from March 2016-March 2017.

The Fits (24 February 2017, Lionsgate) is the fifth title to receive New Release Strategy support. The previous films to receive support were Sonita (21 October 2016, New Wave), Chevalier (Studio Canal, 22 July 2016), Mustang (Curzon Artificial Eye, 13 May 2016) and The Pearl Button (New Wave, 18 March 2016).

How are New Release Strategy titles selected?
Titles are selected by the BFI Film Audience Network Programming Group, comprised of Programmers from Film Hub Lead Organisations, the BFI and BFI FAN’s Strategic Partners - the Independent Cinema Office, Into Film and Cinema For All.

There are six criteria to justify NRS support and a film is expected to meet at least three of these to qualify. The BFI Film Audience Network seeks to support films that:
  • go beyond the mainstream offer and may be perceived as ‘challenging’
  • have the potential to engage diverse and/or young audiences
  • show a diversity of on-screen portrayals, cultures and languages
  • tell distinctive British stories - with a focus on non-London stories
  • make a particular contribution to the art of film
  • BFI FAN can impact on in terms of audience reach and engagement
What can exhibitors expect from the New Release Strategy?
  • An extended marketing and press campaign; we work with distributors to raise visibility and target audiences throughout the UK.
  • A comprehensive marketing pack with tailored content to take the hard work out of reaching your audiences.
  • More assets - online and offline - available for your cinema and local community
  • A grassroots marketing campaign, tapping into networks in your area.
  • Regional support for press, Facebook advertising campaigns, special events and more.
  • Support with audience development
For more information and to take advantage of the New Release Strategy support please contact carolyn@filmhubscotland.com.

20 December 2016

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