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Xbox 360 to Debut Indie Comedy in the U.K.

15 Jan, 2013 By: Erik Gruenwedel

British indie comedy, Pulp: The Movie, is slated become the first feature film to premiere on Xbox 360 and will be available March 4 via Xbox Live in the United Kingdom.

The 96-minute comedy is about Tony, owner of fictional Junk Comics, who is gearing up to debut his new superhero, The Sodomizer. Standing in his way is a gang of criminals who are using another comic company to launder their dirty money. Tony and geek sidekicks Rick and Keith align to publish their hero and fight crime.

The film stars Jay Sutherland, Gavin Molloy, Simon Burbage, Neil Jennings, Lee Ravitz, Sarah Alexandra Marks, Lucy Cudden and John Thomson.

Directed by Adam Hamdy and Shaun Magher, Pulp evolved after generating more than 1 million hits on YouTube with a four-minute video clip.

“Microsoft might not seem like the obvious partner for an indie comedy, but the film industry has changed,” said Adam Hamdy, who co-produced and directed the film with Shaun Magher. “Xbox 360 can instantly distribute Pulp to millions of U.K. customers, and publicize the release in ways that simply aren’t possible with traditional releasing models.”

Xbox Live is the online entertainment service for Xbox 360, featuring games, movies, TV, music, sports and social entertainment.

The comedy was a finalist at the 2012 Las Vegas Film Festival, as well as nominee at the Just For Laughs Comedy Film Festival and the London Comedy Film Festival’s Discovery Award.

“The theatrical release model is now only financially viable for big-budget films,” said Pat Nelson with SyndicateWorks, a London-based management company. “Mid- and low-budget films are really struggling due to the marketing costs required to release theatrically. The DVD market no longer supports that mid-to-low-budget tier. If Xbox customers respond to the premiere of Pulp, this could mark a turning point in the industry and a seismic shift in how filmmakers reach their audience.”

A Microsoft representative was not immediately available for comment.

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