In Theatres Soon – Neither Wolf Nor Dog

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

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 23 of the 26 2017 releases from established independent film distributor IFC, and all 32 from Kino Lorber.  It’s 2018 results were similar. 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 US Cinema Managers

  • 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 16 5926
Wyoming 9 5000
Montana 11 3438
Maine 10 2439
Oregon 21 1654
Alaska 3 1304
Vermont 2 1053
Washington 22 973
Minnesota 16 936
North Dakota 2 833
Oklahoma 9 744
Idaho 3 577
Arizona 12 558
Michigan 15 489
Utah 4 426
Colorado 6 349