The Fithian Group today announced a data-driven, digital theatrical distribution marketplace designed to revolutionize how independent filmmakers and rights-holders book and release movies in theatres, increasing both the number and range of movies theatre owners can offer to satisfy the demands of today’s audiences. Called Attend, the platform provides a unique opportunity to allow filmmakers to directly connect their movies to theatre owners, assist exhibitors in programming, targeting, and marketing a wider array of diverse titles, and attract more moviegoers to theatres more frequently.
The Fithian Group is working with the support of Vista Group and its technologies, which are already available across Vista’s suite of products. This collaboration aims to address industry challenges and help the entire exhibition ecosystem to thrive.
Filmmakers can upload details and materials for their films directly into Attend. Exhibitors can search the database, while Attend also recommends movies to exhibitors based on the preferences of their individual theatres and moviegoers. The platform also facilitates the logistics of getting movies on screen.
The Fithian Group plans to initially offer Attend in the United States and Australia, with an Alpha phase in the United States in early 2025.
Over the past 20 years, exhibition has faced numerous challenges, including a shrinking number and range of movies, a shift in supply to streaming, and more recently, the pandemic and industry strikes while audiences continue to show an undeniable desire for diverse theatrical programming.
Between 2017-19 and 2022-23, the number of movies released fell by 26 percent. In these comparable time periods, the number of non-studio movies grossing more than $400 fell by 29 percent. This reduction contributed to a 38 percent decline in revenue and 47 percent admissions in this segment.
Even before the pandemic, a decline in the number of non-tentpole wide releases contributed to a decline in admissions and lost potential revenue. In the $50-100 million-grossing category alone, a 40 percent decline in the number of releases in 2019 compared to 2004, meant 261 million lost admissions and $1 billion in lost revenue annually. This is a huge market opportunity to match movie supply to what audiences have shown they want.
The Attend digital marketplace is designed to grow the annual theatrical release slate by featuring mid-range movies that have disappeared from cinemas, international movies seeking domestic releases, and movies that typically receive limited theatrical release but could gain broader audiences through data-driven theatre selection, scheduling and marketing.
“Attend expands possibilities for filmmakers and non-studio movies to reach audiences and to expand the reach and efficiency of existing distributors. Over many years of grappling with the challenges and opportunities facing the theatrical market worldwide, as industry leaders we have sought solutions that grow the business for all stakeholders. That is why we are grateful for the support of many filmmakers for Attend from Steven Soderbergh to Ted Hope to Patty Jenkins and more,” said Jackie Brenneman, a founding partner of The Fithian Group. “With their leading technology, Vista Group’s support will help create new opportunities for filmmakers, exhibitors and audiences that might not otherwise exist.”
“Vista’s mission is to bring more people together to experience the magic of movies in cinema,” said Simon Burton, Vista Group’s chief film officer. “We believe that supporting The Fithian Group with Vista’s technologies and solutions will create opportunities for rights holders, exhibitors and moviegoers.”
Many filmmakers and film organizations have agreed to the use of their name and/or company name in conjunction with the filmmaker Attend support statement, which states: “We support Attend’s plan to revitalize independent film distribution and marketing through technology, transparency and respect for filmmakers and theatre owners. A modern, democratic, data-driven marketplace providing an efficient and effective way to distribute all genres of film directly to theatres and audiences is a vital need for our industry and art form. We look forward to using this important new tool for our work.”
More information, including a complete list of Attend supporters can be found on the Fithian Group website www.the-fithian-group.com.