Attend Marketplace Launches to Connect Filmmakers Directly with Theater Owners
New digital platform streamlines film distribution by removing intermediaries between independent creators and cinemas.
1Platform Officially Debuts
The Fithian Group, led by John Fithian and Patrick Corcoran, officially launched the Attend Theatrical Marketplace at the American Film Market. This online portal aims to bridge the gap between independent filmmakers and theater owners. By bypassing traditional distribution middlemen, the platform seeks to simplify the complex booking and exhibition process.
2Inaugural Film Selection
The marketplace launches with four curated titles: Lilian T. Mehrel’s award-winning film Honeyjoon, Kenny Riches’ crime drama Mouse, the firefighter documentary Spoke, and Marco Garza’s LGBTQ+ drama Censurada. These filmmakers are now utilizing the platform to conduct direct outreach to exhibitors, testing the system's ability to facilitate meaningful connections for theatrical releases.
3Simplifying Distribution Logistics
Attend aims to automate the tedious administrative tasks inherent in film distribution, such as paying invoices and managing deliverables. By centralizing these operations, the platform reduces the guesswork for filmmakers regarding who to contact. Exhibitors benefit from a unified dashboard that filters titles and screens, significantly improving their operational efficiency during booking.
4Data-Driven Filmmaker Tools
Filmmakers can upload granular assets, including runtime, aspect ratios, and social media reach data. The platform uses a predictive AI engine to recommend theaters that align with a film’s specific target audience. For instance, it can identify venues near relevant advocacy groups or locations that match a movie's thematic elements.
5Exhibitor Control and Transparency
Theater owners can upload specific technical specs like screen size, audio capabilities, and seat counts. They retain control over rental prices, four-walling options, and premiere hosting terms. The platform clearly itemizes marketing costs and box office revenue splits, providing exhibitors with the necessary financial transparency to make informed, profitable programming decisions.
6Strategic Planning Advantages
Currently, many theaters do not finalize their programming until the Monday before release. Attend provides exhibitors with advanced awareness of available content, allowing more time for marketing and ticket sales. This increased lead time is particularly vital for smaller independent films that rely heavily on word-of-mouth to drive attendance.
7Industry Context and Precedents
The rise of direct-to-theater releases is growing, with examples like Markiplier’s horror film Iron Lung, which earned 50 million dollars without a traditional distributor. Other projects like the documentary NAZA and the AI-generated film Gods Don’t Give Gifts have also bypassed intermediaries, highlighting a clear market demand for more accessible distribution channels.
8Future Platform Scalability
While the platform currently supports new releases, developers envision expanding its utility to include older library titles. Future updates may integrate loyalty data and point-of-sale systems to enhance predictive accuracy. Furthermore, the founders anticipate that smaller distributors will eventually use the platform to manage campaigns for multiple titles simultaneously.
9Potential Industry Impact
The success of Attend depends on widespread adoption by both filmmakers and theater circuits. If implemented effectively, this marketplace could fundamentally alter the independent film landscape by lowering barriers to entry. By democratizing access to screens, the platform offers a scalable solution for creators seeking to reach audiences without traditional gatekeepers.