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Tackling piracy head on: NZ feature film responds with multiplatform release

24 Sep 2014

In an already tough film industry, internet piracy is considered one of its biggest issues. Downloading films illegally is easy once you know how to do it, and as a result, many films, including New Zealand films, fall victim. While it’s great that many New Zealand films are popular, it gets harder and harder for New Zealand films to make money.

In a world first, the feature film SUNDAY will open across cinemas, television, the Internet (VOD), DVD and Airlines at the same time. This will enable everyone in the world to have the choice as to when, where and how they want to watch it, without restrictions.

Usually access is restricted to cinema before slowly being released onto the other platforms.

“Everyone likes to complain about piracy, but instead of joining in, we want to do something about it”, says Michelle Joy Lloyd, Director, Producer and Distributor of SUNDAY.

The filmmakers are crowdfunding on to support this world first distribution strategy.

“We are committed to letting you watch this film when you want, where you want, on whatever platform you want. Actually we think people should be able to watch all films in that way, but they currently can’t” says Michelle.

SUNDAY is an independent feature film set in Christchurch, New Zealand one year after the devastating earthquakes.

It is a story about a couple who are having a baby, but are no longer together. After years of history and months of separation Charlie (Dustin Clare) and Eve (Camille Keenan) have 24 hours in Christchurch to find out whether they have a future together.

There will be cinema screenings in Christchurch, Wellington and Auckland on the day of release, with a live Q&A where viewers around the world will be able to tweet in their questions. The filmmakers will also participate in Q&A’s across the country to add value to cinema screenings.

“We want to hand the power back to you our audience and push the boundaries of a distribution system we feel is broken. We want to prove what is possible for an independent film release, but we need your help to make it happen.” Says Michelle.

Supporters can pledge via

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