Exciting news for the Canadian film industry today as Maximum Films and Entertainment One Ltd who owns Seville Pictures, has announced a joint venture to release films theatrically together in Canada. Now here's why it is exciting....

Kindah Mardam Bey

March 10th 2008 

Exciting news for the Canadian film industry today as Maximum Films and Entertainment One Ltd who owns Seville Pictures, has announced a joint venture to release films theatrically together in Canada. The partnership will form one administrative body that handles marketing, publicity, promotions and sales in cooperation. The two companies will separately, and at times together, acquire films and the films will continue to be distributed under the labels of Maximum Films and Seville Films.

The deal was negotiated by Patrice Theroux and David Reckziegel from Seville and Mark Musselman and Gliserman from Maximum. The companies have supply deals with Summit Entertainment, Lakeshore Entertainment, Cinetic Media, Magnolia Pictures and IFC. "We were both out there building theatrical distribution teams for English Canada," said Reckziegel. "So it made sense to put the best team together and both companies will benefit from that. Also the more product you have, the better leverage you have with exhibition."

Now here's why it is exciting....

Canada's major distribution company, Alliance Communications was founded and owned by now film producer Robert Lantos, until he sold the company in 1998. Last year Alliance Atlantis received another shift in ownership as the U.S. bank Goldman Sachs Group purchased the company. Alliance is the heavyweight to beat when it comes to theatrical releases in Canada. Companies such as Maximum, which was created last year and is owned by Robert Lantos and Entertainment One Ltd., owned by Patrice Theroux, were created to open up the market for distribution and allow more independent films from outside of Canada looking for distributors.   

Entertainment One Ltd. is owned by Patrice Theroux, who used to head the distribution at Alliance Atlantis Communications Inc. Theroux and Alliance parted ways over the recent sale of the company to the Goldman Sachs Group. By combining Maximum Films with Entertainment One Ltd., each with their separate library of films, Alliance Atlantis, now owned by Victor Loewy, will find it has a new kid on the block that could soon rule the school yard.  

"We're looking to grow to become the pre-eminent distributor of feature films in Canada," said Bryan Gliserman, the managing director of Maximum Films.

Alliance currently has contracts with New Line Cinema, Miramax Films, and Focus Features. Entertainment One recently bought RCV Entertainment BV and Seville Pictures. Thedeal is effective immediately, but does not include broadcast sales or DVD releases.

Maximum's titles include the upcoming Atom Egoyan picture Adoration. Entertainment One released Shake Hands with the Devil, which grossed more than $1-million in Canada. Upcoming films from Seville include Funny Games, Never Back Down and Sukiyaki Western Django. Maximum release includes the much anticipated films; Atom Egoyan's Adoration, Guy Maddin's My Winnipeg and Jeremy Podeswa's Fugitive Pieces.

So get your bulk sized popcorn, more expensive than gold, and find a comfortable seat at your local theatre, because the future of films coming to the big screen, both home-grown and international, should be a surplus of appealing choices.