![]() ![]() The company entered the market two years ago with the God's Army, which followed the lives of a group of LDS missionaries. But eighth on the list - just behind Sony Classics and ahead of Fine Line - was Simpson's Excel, which had grossed $8 million on its films. Miramax topped the list with nearly 34 percent of the niche market. Niche distributors deal in films playing in less than 600 markets nationwide. The entertainment weekly Variety recently rated Excel among the nation's top 10 limited-release - or "niche" - film distributors. ![]() ![]() It's a philosophy that seems to be working for Excel. "The truth is, a story has to go even deeper into a culture to make in universal." ![]() "There's a misconception that to cross over with a niche film, you have to gener-ify it," says Simpson, speaking from his offices in the International Center a few miles west of downtown Salt Lake City. Jeff Simpson, president of the small but flourishing film and music distributor Excel, knows the best way to cross over to a broad audience is to first serve - extremely well - a niche audience.Įxcel, which began its foray into film distribution in 2000, found broad audience appeal for its independent films Brigham City and God's Army that were about, and targeted to a Church of Jesus Christ of Latter-day Saints audience. Distributing Utah-based Films and Music is a No-brainer By: Glen Warchol ![]()
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