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Weinstein Co. Bows Third Rail

8 Feb, 2008 By: Erik Gruenwedel

The Weinstein Co. (TWC) has launched Third Rail Releasing, a new distribution arm aimed at marketing six to 10 smaller, edgier independent films theatrically and on DVD annually.

First up Feb. 15 is George Romero's theatrical release of Diary of the Dead, the pioneer's first independent zombie film in 20 years.

Genius Products Inc., of which TWC has 70% ownership stake, will distribute Third Rail titles on DVD, including high-definition packaged media, according to TWC spokesperson Matthew Frankel.

Third Rail, TWC and Dimension represent a revised three-pronged distribution strategy by The Weinstein Co. aimed at targeting films at specific markets and audiences with unique marketing.

TWC partnered with social networking site MySpace to allow aspiring filmmakers to submit videos for possible inclusion in Diary's DVD release.

The top 10 video submissions — as determined by site visitors — will be reviewed by Romero with the winner included on the DVD.

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