Kirby Dick Documentary Gets Post-Theatrical Facebook Run

In what is being called a “first of its kind social media premiere,” Kirby Dick’s documentary The Invisible War will get its home entertainment market premiere on Facebook beginning Sept. 17 as a video on demand release.

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Cinedigm Digital Cinema Corp. and Milyoni, a social entertainment company, have joined for a marketing campaign called "Million Eyes on the Issue," which will use Facebook to pump up the visibility of the documentary about sexual assault in the military.

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The controversial documentary includes interviews with real-life rape survivors, military officials and members of Congress. It scored a 100 percent approval from critics, according to Rotten Tomatoes.

 “This marriage of a groundbreaking film with the largest social media gathering place on the planet creates an enormous opportunity to inform and encourage action among viewers,”  said Cinedigm CEO Chris McGurk.

“Facebook offers a perfect platform for the type of advocacy that The Invisible War evokes,” said John Corpus, CEO of Milyoni.

Facebook users who friend the page dedicated to The Invisible War can pay $4.99 to see the movie and participate in a interactive chat during or after the premiere screening. After that Facebook users can view the movie on VOD for $3.99 until Sept. 23.

After Sept. 25 it will be available on iTunes, and will be released on DVD on Oct. 23 it will be released on DVD.

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The Invisible War got a limited theatrical release in June, grossing a little over $58,000 during its U.S. run.

The film debuted earlier this year at the Sundance Film Festival, where it won the Audience Award for a U.S. documentary. It has also won the Human Rights Watch Festivals Nestor Almendros Award for Courage In Filmmaking and the HBO Audience Award for Best Documentary Feature at the 2012 Provincetown Film Festival and others.