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ALTERNATIVE CONTENT<br />
EMERGING<br />
PICTURES FOUND<br />
ALTERNATIVE<br />
CONTENT<br />
SUCCESS WITH THE<br />
DOCUMENTARY<br />
JOFFREY: MAVERICKS<br />
OF AMERICAN<br />
DANCE<br />
ALT INDIE<br />
FEATURE FILMS FIND DISTRIBUTION UNDER AN ALTERNATIVE CONTENT MODEL<br />
by Annlee Ellingson<br />
NCM Fathom will present the TCM Event<br />
Series double bill Frankenstein and The<br />
Bride of Frankenstein on Wednesday,<br />
<strong>October</strong> 24, <strong>2012</strong>.<br />
■ Over the past 115 years or so, movie theaters<br />
played, well, movies. Although the feature has<br />
been programmed historically with newsreels and<br />
shorts and today with preshow entertainment<br />
and advertising, the main event until recently has<br />
always been a film. With the advent of alternative<br />
content, however, that’s not necessarily the case,<br />
with music, theater and sports events increasingly<br />
appearing in multiplex auditoriums.<br />
What, exactly, alternative content consists of,<br />
though, is still being defined. “How do you define<br />
alternative content?” poses Kurt Hall, CEO of<br />
NCM Fathom. “That in itself is going to be a<br />
struggle over the years. That’s why its name is not<br />
a very catchy name.”<br />
(continued on page 30)<br />
NCM Fathom will present the TCM Event<br />
Series film To Kill A Mockingbird starring<br />
Gregory Peck on Thursday, November 15,<br />
<strong>2012</strong>.<br />
28 BOXOFFICE PRO OCTOBER <strong>2012</strong>
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