First Look puts movies into DVD burning kiosks
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UPDATE: HOME MEDIA EXPO: MediaIgloo machines to offer more than 20 titles from supplier
By Susanne Ault -- Video Business, 7/17/2007
JULY 17 | LAS VEGAS—Download-to-burn specialist Polar Frog Digital has signed a distribution deal with First Look Studios.
More than 20 First Look films will be available to customers in Polar Frog's manufacturing-on-demand kiosks. Exact titles were not specified.
These kiosks, branded MediaIgloos, allow people to download content for immediate burning onto copyright protected DVDs. The machines are available at various airports, among other locations.
“Polar Frog Digital’s goal is to expand its presence in the retail market by aligning ourselves with well-known studios in the entertainment industry,” Polar Frog CEO Todd Rosenbaum said. “Having access to more content through studios such as First Look will increase movies-on-demand for consumers and give them more options to purchase movies and TV shows when they want it.”
First Look manager of new media Vince Muscarella added, Polar Frog “is a solid company with creative foresight and a good future in the marketplace.”
The newly revamped First Look Studio also plans to mainstream its feature film releases in order to capture bigger revenue returns with the guidance from its new parent, Nu Image, which has built its production reputation on turning Steven Seagal and Jean-Claude Van Damme into popular action film stars.
“In the past, First Look had been very arty,” said Trevor Short, CEO of First Look and a principal in Nu Image. “We will keep including these films, but we are moving further in that mainstream direction.”
Upcoming mainstream examples include King of California, a comedy starring Michael Douglas, and Day of the Dead, a remake of the original 1985 horror flick. Launch dates have not yet been set.
Most of Nu Image productions, which average about 15 a year, should be distributed by First Look under the new infrastructure.
The revamp, meanwhile, has not been without its bumps. A number of people have exited First Look's executive ranks, including a number of sales staffers.
Short and chief operating officer Dean Wilson confirmed that more than five staffers have left the company in recent weeks, from the sales, marketing and finance departments.
“We have change at this company across the board,” said Wilson. “This business has always had changes going on. This does not say anything [negative] about First Look. Nu Image/Millennium Films [taking a controlling interest in First Look in February] is the most noteworthy aspect to the company.”
