“Girls” star Zosia Mamet and fashion blogger-turned-actress Tavi Gevinson have scores of millennial fans who are increasingly less likely to subscribe to cable. That’s one reason Time Warner is launching a new online video partnership with a feature film starring the two young influencers.
On Wednesday, OneFifty — Time Warner’s content development incubator — announced a partnership with video site Vimeo to simultaneously release their first film, “Goldbricks in Bloom,” in theaters and as a Vimeo Staff Pick online on Nov. 17.
The film, director Danny Sangra’s debut feature, is a social satire following a group of young creatives and featuring an ensemble cast including Mamet (“Girls”), Waris Ahluwalia (“The Darjeeling Limited”), Evan Jonigkeit (“Whiskey Tango Foxtrot”) and Gevinson (“Enough Said”).
“Goldbricks in Bloom” will be released as a Staff Pick on Vimeo on Demand and for a one-week run at the Arena Cinelounge theater in Los Angeles. For people who opt to watch on Vimeo, the film will cost $2.99 to rent and $6.99 to buy.
Sangra has made more than 30 short films over the last six years, with three of them — “A Fistful of Wolves,” “No F****** Room 427,” and “Une Incroyable Excuse” — chosen as Vimeo Staff Picks.
Based on the success of “Goldbricks in Bloom,” OneFifty and Vimeo, which is owned by IAC, will look to develop more films that give fresh voices telling compelling stories a platform for their content. The partnership is designed to jointly dedicate resources to the type of content that makes sense for a digital video on demand.
OneFifty helps with the development process and invests in the individual projects. Vimeo promotes them as Staff Picks, which helps its largely digital native – and global – audience discover the films.
“OneFifty and Vimeo recognized Sangra’s distinct and comedic voice and saw the importance of making this film accessible to audiences everywhere – and we look forward to further collaborations with Vimeo in the future,” Tamir Muhammad, OneFifty’s Director of Content & Artist Development, said in a statement.
“Vimeo has been a longtime fan of Danny Sangra and are excited to be part of his career,” Peter Gerard, Vimeo’s GM of Entertainment Experience, said in the statement. “OneFifty’s effort to highlight fresh voices telling compelling stories aligns well with Vimeo Staff Picks, so it’s a perfect match for ‘Goldbricks in Bloom’ to launch simultaneously in theaters and as a Vimeo Staff Pick.”
With many traditional distributors concentrating on mega-budget blockbusters, filmmakers have found opportunities in teaming up with digital-first players. Amazon and Netflix have been among the most aggressive companies in scooping up the rights to independent films like “Manchester by the Sea,” which is already receiving Oscar buzz. And DirecTV – owned by AT&T, which agreed on a deal to acquire Time Warner – has partnered with studios like A24 for its Cinema Exclusives program, which brings films to DirecTV even before they are released in theaters.