Universal Pictures (UK) has launched indi VISION, a DVD label that aims to drive awareness of niche and alternative titles among film savvy fans.

It launches with a library of over 70 titles, including new release Anvil! The Story of Anvil as well as Black Water and The Broken.

It will focus on non-mainstream titles including cult horror, arthouse and world cinema, erotic, contemporary and music and biography.

Future releases will include Gigantic, Fireflies In The Garden,Psych 9Blind Dating and Michael Keaton’s directorial debut Merry Gentlemen.

The indi VISION website has trailers, film synopses, cast and crew biographies, reviews and awards information.

Ian Foster, Managing Director of Universal Pictures (UK), said: “indi VISION’s trade strategy focuses on working closely with retail partners to reach the right consumer, making sure the product mix matches shopper profiles and delivers trade objectives.” He added that the aim of the new label was “to reach the core audience in the right environment with specialised and tailored campaigns”.

Universal Pictures already has a similar venture for niche TV shows. Playback includes titles such as Heroes, Battlestar Galactica, Twin Peaks and Knight Rider.