Rapidly building areputation for its innovative approach to commercially-oriented low-budget filmmaking,the UK's Vertigo Films has secured suitably unusual UK and US distributiondeals for its Toronto title It's All Gone Pete Tong.
Vertigo has partnered withdistributor Redbus in the UK for a hefty 300-screen release next April. The twocompanies will collaborate on all marketing aspects of the film, about the riseand fall of a superstar DJ.
For the US, the film's salescompany HanWay has sold the film to a new, youth-oriented distributor, Mad SonFilms, which is planning a theatrical release to tie in with the UK opening.
Along with a joint internetcampaign with the US, the UK release will be backed up by Vertigo's deals withsuch brands as TDK, Red Bull and EMI. "Redbus have consistently broughtindependent films to the widest possible audience in UK multiplexes," saidVertigo's Rupert Preston.
Redbus' Zygi Kamasa saidthat Pete Tong was "one of themost commercial independent films that we have seen in years".
In the US, Mad Son plans tomaximize such areas as the internet, branding and music in its focus onaudiences in the 18-34 demographic. The company is headed by Richard Matson andMark Severini, who formerly ran indie distributor Palisades Pictures, andAlbert Lai, who worked with Matson at online distributor Transmission Films.
Vertigo, founded by AllanNiblo and James Richardson, also produced Costa del Crime drama The Business, which is being handled for international sales by ContentFilm.