Yesterday’s villain, today’s hero – history has indeed its funny ways and BitTorrent proves it again. The company repeatedly accused and blamed by the entertainment industry for its ‘contribution’ to online piracy due to its file-sharing technology is partnering with Cinedigm to promote an independent film release.
This new collaboration which has taken many by surprise (especially in Hollywood headquarters) and was called “one of the stranger plot twists in Hollywood,” by LA Times aims at a very efficient promotion of the upcoming romantic comedy Arthur Newman.
Indie distributor Cinedigm’s partnership with BitTorrent also means that moviegoers are invited to screen the first seven minutes of the film starring Colin Firth and Emily Blunt before the official release (due April 26th).
Shahi Ghanem, chief strategy officer of BitTorrent, called this “a visionary move by Cinedigm” emphasising the role it will play in changing the way media industry perceives BitTorrent.
Also according to Cinedigm CMO Jill Calcaterra “when you provide people with a legitimate alternative, more often than not they will take it,” which further justifies a partnership to which many still remain reluctant.
In another post earlier today we reported how BitTorrent further struggles to detach itself from the bad rep it had acquired from being associated to downloading copyrighted material illegally. The company’s vice president of marketing Matt Mason seized the opportunity to advance the image towards which BitTorrent now pushes: a “wonderful network of 170 million passionate consumers” amazingly indeed – as proven in the past by other artists – at creating “opportunity to connect content creators with their fans.”
Check out below the trailer for Arthur Newman: