Online Movie Service Distrify Aims to Boost 'I Am Breathing' Doc Rollout

I Am Breathing - film still

The U.K. online movie distribution and marketing platform partners with the Scottish Documentary Institute to mount a "portable fundraiser" campaign for the feature-length documentary.

LONDON -- U.K. online movie distribution and marketing platform Distrify is partnering with the Scottish Documentary Institute to mount a "portable fundraiser" to support the rollout of I Am Breathing.

The documentary follows the last months of Neil Platt, a young father with terminal and debilitating motor neuron disease (MND).

Set to debut in the U.K. on June 20 during the Edinburgh International Film Festival (EIFF), the premiere will act as the hub for a Global Screening Day on June 21, with more than 130 screenings planned in more than 30 countries.

The SDI/Distrify portable fundraiser allows consumers to organize and promote their own screenings of the SDI-produced documentary wherever they are in the world, creating new fundraising opportunities.

It allows anyone who views the trailer to share the video and book their own local screening of the film.

The technology allows the host of a screening to choose the size of the audience as well as purchase a screening license direct from the video player. Screening times and locations are also displayed in the video player so visitors are able to search for their nearest screening.

The portable fundraiser will support the charities by donating 50 percent of the net proceeds to the MND/ALS research and reinvesting the other half in further awareness work with the film.

Distrify founder and CEO Peter Gerard said: "This latest digital platform, developed in partnership with the Scottish Documentary Institute and funded through Nesta, is part of a wider international awareness campaign that will help promote the film and the important issues that the documentary addresses."

The screening-on-demand technology is the first of a series of innovations as part of the portable fundraiser collaboration between the SDI and Distrify.

The portable fundraiser technology has been developed through funding by Nesta as part of the Digital R&D Fund for arts and culture in Scotland.

Distrify is the fast-growing online cinema with integrated viral marketing tools offering filmmakers and distributors the opportunity to reach audiences worldwide, as well as the world leader in direct-to-fan transactional video-on-demand.

The company already works with the British Film Institute, Artificial Eye, The Guardian and Creative Scotland.