Sharmill Films: and the weird business of releasing theatre in cinemas
Natalie Miller’s Sharmill Films has been releasing the filmed versions of Metropolitan Opera and National Theatre productions for four years, with the National Theatre’s Audience starring Helen Mirren approaching $1 million at the box office. But the devil, she explains, is in the deal, and the deal doesn’t look like a normal theatrical release.
With the normal theatrical release of a film, an arthouse distributor such as Sharmill might be providing the producer with a small distribution guarantee (an advance against royalties), making sure that there are enough digital prints, arranging the posters and marketing campaign, and then booking the film into cinemas.
