Babelgum, an independent Web and mobile content platform, has announced that it will release Sally Potter's new film "Rage" with an episodic premiere via its free mobile application for iPhone and iPod devices from Monday, September 21, 2009. As indieWIRE reported back in May , this is the first time a feature length film will premiere on mobile phones. The film will be shown in seven episodes through Babelgum's mobile application, adding one new episode per day, for a full week.
Beyond the announced date if "Rage"'s mobile release, other new information announced today included a multi-platform, multi-territory release that includes the US DVD release on September 22nd through Liberation Entertainment; an interactive satellite premiere in the UK on September 24th; the online release via Babelgum beginning September 28th and the Adventure Pictures DVD release in the UK and Ireland, also on September 28th. The red carpet event and Q&A following the September 24th premiere at London's BFI/Southbank will be broadcast online commercial-free via live streaming site Justin.tv.
"Rage," which premiered at the Berlin Film Festival earlier this year, tells the behind-the scenes story of a New York fashion show through a dynamic series of intimate interviews. The film stars Simon Abkarian, Steve Buscemi, Lily Cole, Judi Dench, Eddie Izzard, Jude Law, John Leguizamo and Dianne Wiest.
Babelgum and Liberation Entertainment "are working closely" with Sally Potter and the filmmakers on the pre-release campaign, which rolled out with custom online and mobile selections featuring the theatrical trailer and selected clips beginning this past July. A "Rage" mobile channel will premiere on September 21st, and beginning that date one new episode will premiere per day and build towards all seven being viewable on mobile devices by Sunday, September 27th, 2009. The online premiere of the seven segments will commence on Monday, September 28th with 2 episodes released per week. On September 24th, London's BFI/Southbank will host the first interactive, multi-venue film premiere for "Rage," tying in 35 theaters across the UK and Ireland for an up close look at the red carpet arrivals, film and an interactive Q&A to follow with Sally Potter and cast members. Audience members around the world will be able to participate in the Q&A through SMS and Skype.
In a statement from director Sally Potter and producers Christopher Sheppard and Andrew Fierberg jointly said: "We always wanted to incorporate new media platforms into our release strategy and to find a novel approach to bringing 'Rage' to both new and traditional film audiences. We are delighted to be working with Babelgum, who we see as a true partner in crafting an innovative distribution model."