Wednesday, September 02, 2009
We've gone from worrying about watching Lawrence of Arabia on cellphones and what that might portend for the death of cinema to this. But the question remains: Does anyone want to see Jude Law in a movie, even a mini-movie on your phone?
"Babelgum, the independent Web and mobile content platform, announced today it will release Sally Potter’s new film Rage with an episodic premiere via its free mobile application for iPhone and iPod devices from Monday, Sept. 21. This is the first time a feature-length film will premiere on mobile phones. The mobile premiere will kick off a multi-platform, multi-territory release that includes the US DVD release on Sept. 22 through Liberation Entertainment; an interactive satellite premiere in the UK on Sept. 24; the online release via Babelgum beginning Sept. 28; and the Adventure Pictures DVD release in the UK and Ireland, also on Sept. 28. The red carpet event and Q&A following the September 24th premiere at London’s BFI/Southbank will be broadcast online commercial-free via live streaming site Justin.tv.
The film will be shown in seven episodes through Babelgum’s mobile application, adding one new episode per day, for a full week. This unique strategy fits perfectly with Potter’s vision for her film, as Rage tells the behind-the scenes story of a New York fashion show through a dynamic series of intimate interviews, as if shot by a schoolboy on his mobile phone over a seven day period. The film, which features Simon Abkarian, Steve Buscemi, Lily Cole, Judi Dench, Eddie Izzard, Jude Law, John Leguizamo and Dianne Wiest, premiered at the 2009 Berlin Film Festival. Written and directed by Sally Potter, Rage was produced by Christopher Sheppard and Andrew Fierberg.
Babelgum and Liberation Entertainment are working closely with Sally Potter and the filmmakers on the pre-release campaign, which rolled out with custom online and mobile selections featuring the theatrical trailer and selected clips beginning July 24. A Rage mobile channel will premiere on Sept. 21. Beginning Sept. 21 one new episode will premiere per day and build towards all seven being viewable on mobile devices by Sunday, Sept. 27. The online premiere of the seven segments will commence on Monday, Sept. 28 with two episodes released per week. On Sept. 24, London’s BFI/Southbank will host the first interactive, multi-venue film premiere for Rage, tying in 35 theaters across the UK and Ireland for an up close look at the red carpet arrivals, film and an interactive Q&A to follow with Sally Potter and cast members. Audience members around the world will be able to participate in the Q&A through SMS and Skype.
In a statement from director Sally Potter and producers Christopher Sheppard and Andrew Fierberg, the filmmakers said: “We always wanted to incorporate new media platforms into our release strategy and to find a novel approach to bringing Rage to both new and traditional film audiences. We are delighted to be working with Babelgum, who we see as a true partner in crafting an innovative distribution model.”
Oh, and that's Law in the photo, as a tranny supermodel. Hmm, maybe I'll have to dial up an episode.