David Mackenzie’s romantic comedy, set at a music festival, has its world premiere tonight in Glasgow before heading to SXSW next month.

London-based Bankside Films has unveiled a slew of sales for David Mackenzie’s romantic comedy You Instead, which had its market debut at the EFM.

For the UK, Icon Film Distribution has taken on the film. “Icon have shown an unrivalled level of passion and enthusiasm for this film from day one. They absolutely understand how to make audiences fall in love with it and we are very excited to be working with them to make the film a huge success in the UK,” said Stephen Kelliher, Head Of Sales & Marketing at Bankside Films.

Also, Wild Bunch struck a multi-territory deal for rights in France, Benelux, Spain and Germany.

Other deals were done with: Australia/New Zealand (Hopscotch), CIS and Baltics (Volga), Hong Kong (Golden Scene), Israel (Shani), Poland (Vivarto), South Korea (Pan), Thailand (Sahamonkolfilm), Turkey (Umut Sanat) and airlines (Jaguar).

Backed by BBC Films, Creative Scotland and Bankside Films, You Instead was produced by Gillian Berrie, Mackenzie’s partner in Glasgow-based production company Sigma Films.

Luke Treadaway and Natalia Tena star as rival musicians who become handcuffed together at a large summer music festival.

“The reaction to You Instead has been incredible,” Kelliher added. “From the first screening, buyers fell in love with what is a highly original piece of filmmaking. David’s film offers audiences an unexpected love story in the very real setting of a live music festival. It is a feel good film which had everyone leaving the theatre on a high.”

Icon UK MD (Distribution) Ian Dawson added: ”You Instead authentically captures the music festival experience like no other film has before it, whilst the central performances make it something truly special. This is a love story for a whole new generation. We are delighted to be working with the Sigma team to bring this film to audiences in the UK.”

The film has its world premiere tonight at the Glasgow Film Festival before having its US premiere next month at SXSW.

In addition to the film’s launch in Glasgow tonight, Berrie and Mackenzie’s production company Sigma Films will be celebrating its 15th anniversary.