In a move that marks a radical shift in the
way feature films are distributed in the United Kingdom (UK), Microsoft will
premiere the British comedy feature film Pulp on Xbox 360 beginning March 4, 2013. The 96-minute comedy will become the first feature film to ever premiere on Xbox 360 and will
be available to watch via the Xbox LIVE service in the UK.
An irreverent comedy
set in a world where comic book publishing and international crime intersect, Pulp has become a favourite on the global festival circuit.
Pulp tells the story of Tony Leary, the nice-guy owner of Junk Comics,
whose new superhero title, The Sodomizer, is to launch at the British
International Comic Show, and nothing will stop Tony from making it a success.
Nothing except a gang of Geordie criminals who are using another comic company
to launder their dirty money. Tony is drafted by the police to identify the
culprits and bring them to justice. Aided by his trusty geek sidekicks, Rick
and Keith, Tony must defy the odds if he is to become a real-life hero.
Pulp’s
co-director and producer, Adam Hamdy, said, “Microsoft might not seem like the obvious partner for an indie comedy,
but the film industry has changed. Xbox 360 can instantly distribute Pulp to
millions of UK customers, and publicize the release in ways that simply aren’t
possible with traditional releasing models.”
The deal was brokered
by Pat Nelson of SyndicateWorks, an innovative talent and brand management
agency. “The Xbox 360 team saw Pulp,
and immediately spotted the appeal
the film would have to their audience. It’s fun, off-the-wall, and
laugh-out-loud funny. Pulp’s
equity based, independent finance structure meant the producers weren’t tied to a traditional release model, and
were free to strike an innovative deal that we think might herald a new model for feature film releasing.”
Phil Bland, producer
of Pulp, said, “Many people in
the film business talk about the threat digital media poses to film, but, as newcomers to the industry, all we can see are opportunities. Microsoft is an exciting partner, and the fact they can release our film to millions of customers at the push of a button is very attractive.”
Pulp’s extended trailer, which features a now infamous ‘Star Wars’
scene, became an online sensation earlier this year, resonating with people
around the world, as it racked up over a million views (http://www.youtube.com/watch?v=AGE0q_bQN4M).
Adam Hamdy is
optimistic about the film’s prospects, “Pulp
is not a remake, sequel or
adaptation of a board game. It wasn’t created by a committee of suits
sitting in askyscraper in Los Angeles. It was born of a series of crazy events, and made by a group
of talented actors and dedicated filmmakers who fell in love with a nutty script. We had
a lot of fun making Pulp, and festival audiences who have seen the film say that fun energy shines through the film.”
Pulp was selected for the Just For Laughs
Comedy Film Festival, and was nominated for the London Comedy Film Festival
Discovery Award.
Phil Bland said, “Pulp has travelled the international
festival circuit. Getting nominated for the Best Feature Film of 2012 at the
Las Vegas Film Festival was probably our most surreal experience. Although Pulp
may not be as polished as your average multi-million dollar Hollywood production,
it has a rare charm and a wicked sense of humour that audiences really respond to."
Pat Nelson said, “The theatrical release model is now only
financially viable for big budget films. Mid and low budget films are really
struggling due to the marketing costs required to release theatrically. The DVD
market is in decline and no longer supports that mid to low budget tier. If Xbox
customers respond to the premiere of Pulp, this could mark a turning point in
the industry and a seismic shift in how filmmakers reach their audience.”
