Signing up another serious Sundance buyer on the eve of the festival, digital film aggregator GoDigital is merging with independent theatrical counterpart Variance Films to create a brand new all-rights company to be renamed Amplify, the companies announced Wednesday.
Amplify plans to release seven to ten films a year across all platforms and sends a full contingent to Park City to scout for titles. The new company will be on the hunt for bigger movies than either one had pursued separately — movies with a named cast and breakout potential.
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Variance and GoDigital will continue to exist as individual brands under the new brand, jointly announced by GoDigital CEO Logan Mulvey and Variance Films President Dylan Marchetti. GoDigital will continue to aggregate VOD titles as it has since its inception in 2008, but no longer needs partners for theatrical releases; Variance, meanwhile, will continue to operate as a specialty banner, including a full range of distribution services.
Within Amplify, Mulvey will serve as CEO, while Marchetti will serve as executive vice president of distribution and theatrical marketing. Marchetti joins Kent Sanderson, recently hired at GoDigital as executive vice president of distribution and merchandising, in the company’s new New York office.
“Dylan and his team at Variance are some of the best in the business as distributors and theatrical marketers, and I’m really looking forward to seeing their talents applied to a wider range of films at Amplify,” said Mulvey.
Said Marchetti: “Over the past five and a half years, Variance has had the privilege of helping everyone from fledgling filmmakers to independent film founders get their movies theatrically released. Now is the time to take the next step, and GoDigital is the perfect partner to do just that.
Kevin Iwashina orchestrated the merger on behalf of Preferred Ventures, GoDigital’s majority shareholder since 2012.