In what the LA Times calls “one of the stranger plot twists in Hollywood,” independent film distributor Cinedigm is teaming up with file-sharing service and Hollywood pariah BitTorrent to promote the forthcoming Arthur Newman (starring Colin Firth and Emily Blunt.) The partnership is a result of Cinedigm CMO Jill Calcaterra’s belief in her audience’s good will: “When you provide people with a legitimate alternative, more often than not they will take it,” she said, citing iTunes. While BitTorrent is still pretty synonymous with piracy, vice president of marketing Matt Mason would prefer that filmmakers view his San Fransisco-based company as a “wonderful network of 170 million passionate consumers” of this newfound “opportunity to connect content creators with their fans.” That’s cool with Cinedigm, whose primary goal “is to get as many eyeballs as possible to see our films.” Let’s hope it works out for these two crazy kids.
BEVERLY HILLS, CA - JANUARY 15: Actor Colin Firth poses in the press room at the 69th Annual Golden Globe Awards held at the Beverly Hilton Hotel on January 15, 2012 in Beverly Hills, California. (Photo by Kevin Winter/Getty Images) Photo: Kevin Winter/2012 Getty Images