Five months after a management team led by Lee and Virgo Investment Group LLC partnered to acquire Millennium’s 665 catalog titles and its distribution platform from a consortium of investors, they’re calling the new company Alchemy.
The key going forward for Lee will be rebranding Alchemy so that the expectations generated by the former management team headed by Avi Lerner no longer apply. Lerner is known for a certain kind of low-budget B-movie that plays off fast and does not demand substantial marketing investment–even when a quality film such as “Bernie,” “What Maisie Knew,” or “Bad Lieutenant” might need some special handling. Other Millennium releases included “Elsa & Fred,” “Fading Gigolo” and “Rampart.”
Up next Alchemy will release director Barry Levinson’s “The Humbling,” starring Al Pacino and Greta Gerwig.
Clearly, Lee wants to proceed with new branding for this new name on the indie block. Alchemy is going forward as a producer and distributor of films and television, continuing to supply physical and digital distribution of content to major retailers, including Target (where Alchemy represents 75% of all indie titles sold) as well as multiple VOD digital platforms such as iTunes and Netflix.
Alchemy has ongoing distribution agreements with clients including PBS Distribution, Classic Media, nCircle, eOne, Magnolia, MPI Home Media, FUNimation, Well Go, Music Box Films, Inception, Gravitas Ventures, and Hammer Horror, among many others.
“Our new brand name encapsulates our culture, our ambitious mission, and our dedication as a company to working with leading filmmakers and producers to create and deliver the finest content,” said Lee. “Alchemy is a seemingly magical process of creation and transformation through combination. The name embodies our goals of uniting storytellers and their audiences in one dynamic community. We believe that conventional distribution strategies must evolve to achieve this, and we aim to represent the future of screen-based storytelling—wherever that screen may be.”