03/09/2009

In a pioneering move, web and mobile content provider Babelgum will release British writer/director Sally Potter’s new film Rage with an episodic premiere via its free mobile application for iPhones and iPods on September 21. This is the first time a feature length film will premiere on mobile devices.

This is ahead of a multi-platform, multi-country release beginning with the US DVD release on September 22. September 24 will see an interactive UK red carpet premiere at the BFI Southbank which will be beamed to 35 cinemas around the UK and Ireland. Audiences across the world can take part in the Q&A with Potter and her cast via SMS and Skype. In addition, live streaming site Justin.tv will broadcast the event online commercial free.

The film has been divided into seven episodes. After the first episode’s premiere on Babelgum on September 21, one new episode a day will be released over the following week. The film lends itself to this episodic format filmed as it is behind the scenes at a New York fashion show as if shot by a schoolboy on his mobile phone over seven days.

Rage stars Simon Abkarian, Steve Buscemi, Lily Cole, Judi Dench, Eddie Izzard, Jude Law, John Leguizamo and Dianne Wiest and debuted at the Berlin Film Festival earlier this year. Christopher Sheppard and Andrew Fierberg produced the film.

Potter, Sheppard and Fierberg said in a joint statement, “We always wanted to incorporate new media platforms into our release strategy and to find a novel approach to bringing Rage to both new and traditional film audiences. We are delighted to be working with Babelgum, who we see as a true partner in crafting an innovative distribution model.”