Expanding into UK cinemas – Neither Wolf Nor Dog

We are theatrically releasing the Landmark Native American film, Neither Wolf Nor Dog from the 23rd of August, based on the best-selling novel (a UK edition was published in 2017 by Canongate – opened in the Amazon top 10 best-sellers list).

We’ve had a special pre-release tour of Scotland with the film and averaged 94 admissions per venues so far (mostly week night single shows).

185 admissions from a Monday night and 2pm on Tuesday at the Eden Court Inverness. Only 6 national release films had higher screen averages from the entire previous weekend. 

It broke the all-time attendance records in two Scottish community cinemas. 

Wider US release than The Trip to Spain, Lady Macbeth, Frantz, Viceroy’s House, Lucky,  & I, Daniel Blake without going national yet.

Our sister company has released the film in US theatres and it has been a very unique success as it was released state by state. 200+ theatres so far from states that make up less than 15% of the US market. Our first release has outperformed 99 of the 106 2017 & 2018 releases from the two most prolific independent film distributors in the US, IFC, and Kino Lorber.

It is in the midst of the longest theatrical first-run release of any movie in the US for over a decade. 

THE FILM HAS A BFI EUROPEAN CERTIFICATE OF BRITISH NATIONALITY

By the time the end credits arrive, the characters of this modest, crowd-funded feature are practically unforgettable. It’s immensely serious but no downer.”  Colin Covert – Star Tribune ★★★½ out of four stars

Quotes from Cinema Managers

UK Cinemas

  • “The audience loved it and I received a few emails this morning from regulars who said it was one of the best Q&As they’d been to at DCA.” Alice Black, Head of Cinema, Dundee Contemporary Arts
  • “We were overwhelmed by the success of this film here at Oban Phoenix. Our customers and staff loved it!. Beautifully shot, great story, fabulous acting and very well directed. Showing it again on release.” Jennie Larney manager Oban Phoenix Cinema

The Ayr Film Society audience score was 91.34%.

  • Of the 27 mainstream screenings we held this season it comes 4th after ‘Three Billboards’ (USA) at 93.91% / ‘Land of Mine’ (Denmark) at 92.95% / A Man Called Ove’ (Sweden) at 92.91%. So you’re up there with some award-winning titles.” Ron Currie, Ayr Film Society.

US Cinemas

  • This was our 2nd largest attendance since re-opening 15 months ago. It beat Beauty and the Beast.” (Commercial theatre film opened 7/6/18)
  • The Lagoon’s opening weekend of NEITHER WOLF NOR DOG was the best weekend gross in the entire country. It’s nice to see that beautifully told stories can still find an audience.” (Hugh Wronski Landmark Theatres (Minneapolis))
  • We so loved having the film. Thank you for sharing it with us. Our community had an incredible response to the film. Conversations lingered in the lobby long, long afterward. It was something to see. Thank you again!” (Program Director at The State Theatre, Michigan).
  • It was our fourth highest grossing film of the past 52 weeks and the second highest per show attendance. We actually beat 11 of the 12 blockbusters at Regal City Center and everything that first week at Living Room Theatres. So a home-run for us!” (Arthouse in Vancouver, WA) (NWND grossed 3 times more than The Rider at that cinema).
  • it did very well for an independent. The marketing you do for it makes all the difference. We are primarily first-run, and not many of the independent films we bring in do as well as this.” (2 screen commercial in Massachusetts)
  • “The turnout was very good for the movie. It outperformed Tomb Raider every night (opened the same day). The last night, Thursday, was nearly a sellout. We had people come from all over. Fantastic movie.” “I can’t believe that we had so many people come from so far away. It was wonderful”. (2 screen rural commercial in Illinois)

Release Strategy

We treat every cinema as its own market and do extensive outreach to people and groups in communities that would be interested in the film,  as well as get great local media coverage where possible. We can afford to do this as we have a dedicated research team overseas that can do all of this work at a very cost effective rate. As a result, you can see from the table below, that in the US we’ve had a far higher penetration of theatres in our key states than all but the major releases, and often we beat blockbusters when head-to-head.

To test how effective these techniques were in other markets, we did a test theatrical release in one of the hardest markets in Europe for independent film: Bulgaria. We had similar success in drawing in similar sized audiences as the likes of I, Daniel Blake, The Square, The Killing of Sacred Deer etc. We actually generated a higher level of media coverage in Bulgaria that in the US, with at least 50 articles, TV segments etc in a country with a media market similar to Scotland in size.

In the UK this will be supporting our conventional media campaign.

Cinemas in key targetted states in the USA.

STATE NO. OF THEATERS NATIONAL EQUIVALENT
South Dakota 17 6296
Wyoming 9 5000
Montana 14 4375
Maine 11 2683
Oregon 21 1654
Alaska 3 1304
Minnesota 21 1228
Washington 27 1195
Vermont 2 1053
North Dakota 2 833
Idaho 4 769
Oklahoma 9 744
Arizona 12 558
Michigan 15 489
Colorado 8 465
Utah 4 426