Lemming gets special Artificial treatment
by Annika Pham
The French psychological thriller by Dominik Moll, which opened the Cannes Film Festival last year, is one of the 11 new films that will fight for UK screen space and audience attention during this long May Day holiday weekend.
Released by Artificial Eye with a 20-25 print run, Lemming [+see also:
trailer
film profile] has a chance to seduce fans of the director’s previous film, Harry, He’s Here To Help, also distributed under the Artificial Eye banner.
The film’s publicity campaign included the usual press ads in national newspapers and influential weekly magazine Time Out, as well as a 12-sheet poster campaign at the Piccadilly Circus tube station, similar to the one used for Zatoichi, a 2004 hit for Artificial Eye.
“We are hoping for the best but, considering the fact that last week everything died theatrically, we’re not quite sure which way the film will go”, confessed Artificial Eye’s Robert Beeson. The company continues to enjoy the success of Michael Haneke’s Hidden [+see also:
film review
trailer
interview: Margaret Menegoz
interview: Michael Haneke
film profile] which has passed the £1.4m mark at the box office and is still playing in 13 cinemas.
Two arthouse European productions or co-productions are also being platformed in London. The first is Danish documentary Overcoming on the Tour de France, directed by Thomas Gislason, which is screening at the Ritzy in Brixton and will then tour selected UK cities. “We’ve developed the UK promotion as a tour to mimic the Tour de France in the UK”, Soda Pictures’ Head of Marketing Kate Gerova told Cineuropa. “There isn’t enough screen space for specialised films each week, so we have to be creative. With Overcoming, it was important for us to get it out before the next Tour de France”.
Argentinean film Lost Embrace ( El abrazo partido [+see also:
trailer
film profile]) by Daniel Burman, co-produced by Paradis Film (France), Classic Films (Italy) and Wanda Vision (Spain), is being released at London’s Curzon by Axiom Films, and on a bigger scale. Wim Wenders’ Don’t Come Knockin’ [+see also:
trailer
film profile] is being released by Sony Pictures, and the US/German co-production The Moguls by Michael Traeger is being distributed by UIP.
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