Austin Movie Blog

Produced by Noah Baumbach [say what? — Ed.], pic explores the highs and lows of a young marriage.

Steven Soderbergh, who’s pic “Che” will be released on Wednesday via VOD, joined IFC prexy Jonathan Sehring, SXSW Film producer Janet Pierson, and Swanberg to announce the partnership Monday at the Sundance Film Festival.

Soderbergh explained that since theater chains have locked out movies like “Che,” VOD becomes a natural option. He also stressed that filmmakers have to give up the idea of a purely theatrical release and “change their thinking in the way they expect revenue to be generated.”

“It’s our job to connect talent with audiences,” said SXSW’s Pierson. “Conversations are getting louder about how festivals can and should aggressively help filmmakers.”

“It’s a smarter way to make the release an event,” added Swanberg. “Better than just sitting in a theater, waiting on people to come.”

Swanberg’s previous film, “Nights and Weekends,” also went out on IFC’s VOD after a theatrical run. “More people saw it on VOD than ever saw it in the theater,” he explained.

Other upcoming SXSW films are also involved in the deal. Javor Gardev’s neo-noir “Zift” and Matthew Newton’s dark comedy “Three Blind Mice” will have their simul-preem on the channel and fest. And in a fest rewind, IFC will offer the 2008 SXSW pics “Medicine for Melancholy” and “Paper Covers Rock.”

Sehring said they will look to expand the program to other festivals, “It’s a natural leap for us.”

“At a time when the U.S. marketplace for truly American independent and foreign films is rapidly changing, and many films are having difficulty getting exposure, IFC Films has created opportunities for a wide range of films to find an audience,” said Sehring.

Film stars former Austinite and UT alum Mark Duplass and Joshua Leonard as two straight best friends who decide to film themselves having sex for an art project. Pic preemed Friday in the Sundance Film Festival’s competition section.

An unorthodox release plan will see Magnolia launch the pic on VOD before an August theatrical opening, much like their release of the crime pic “Flawless” starring Demi Moore.