Seville, Maximum combine forces

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TORONTO -- Canadian distributors Seville Pictures and Maximum Film Distribution are set to announce Monday that they will combine their sales and marketing teams while continuing to independently acquire and release their respective titles.

The distributors said they will pool their back-room operations -- including film marketing, advertising, publicity and sales -- as a cost-saving measure even as they retain control of their films under separate Maximum and Seville labels.

U.S. suppliers whose output is handled in Canada by either Maximum or Seville include Summit Entertainment, Lakeshore Entertainment, Cinetic Media, Magnolia Pictures and IFC.

Maximum was launched in September, about the time that North American home video distributor Entertainment One acquired Seville.

Other recent industry changes include the purchase by Goldman Sachs of Alliance Films, Canada's largest film distributor.

Toronto-based Maximum and Montreal-based Seville pacted in September to jointly release three Magnolia/HDNet films including Brian de Palma's "Redacted."

Maximum managing director Bryan Gliserman said the joint venture extends the initial relationship by allowing both companies to achieve cost savings amid a continuing shake-up in the Canadian distribution sector.

"We can combine our product flow and operate with one office in Toronto to enable the most effective releases," Gliserman said.

Upcoming Seville titles include "Never Back Down" and "Assassination of a High School President."

Maximum titles in the pipeline includes "Adoration" and "Fugitive Pieces."
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