The curated horror label will focus on the development, production and acquisition of genre titles.

Screen Media president Suzanne Blech will oversee the unit and vp of international sales and acquisitions Michael Dwyer and Seth Needle will attend Toronto to scour for product.

“Under our Screen Media Films umbrella, we are excited to launch a branded line of horror titles in this still quite profitable genre,” Blech said. “The brand will focus on connecting with fans by releasing unique genre films that literally appeal to their primal thirst for all things horror.”

“Internationally, Screen Media has been bringing quality genre titles to market since its inception,” Dwyer said. “We look forward to continuing and expanding the scope of that tradition with the Primal Screen label.”