Lionsgate plots digital release strategy for Heartless

UK distributor Lionsgate will simultaneously release Philip Ridley’s psychological thriller Heartless on DVD, blu-ray, video on demand and download on May 24, three days after its theatrical release.

The distributor has received $48,400 (£30,000) of funding from the UK Film Council’s (UKFC) digital innovation in distribution strand towards the release, which will include an interactive Facebook campaign.

The film, about demons living in East London, stars Jim Sturgess, Clémence Poésy, Noel Clarke, Joseph Mawle, Eddie Marsan, Luke Treadaway and Timothy Spall.  It is produced by Richard Raymond and Pippa Cross.

Lionsgate UK CEO Zygi Kamasa said: “We are very excited to provide consumers with the choice to watch Heartless in the format they choose.”

Peter Buckingham, head of distribution and exhibition at the UKFC, says; “The new digital technology at the core of Lionsgate’s refreshing campaign has been tried to a small extent in the US, but this is the first time it has been fully incorporated into a UK release strategy. The UKFC is pleased to help make this interactive approach possible. I believe it is a strong indicator of the direction that UK distribution is heading.”