Boxoffice-March.1988

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FEATURE Just What the World Needs - Another Independent Distribution Company! Upstart Triax Bucks the Odds 1 THEY By Jim Kozak Associate Editor EMERGE FROM the murkiest depths of the motion picture marketplace, bearing bizarre, often guttural-sounding monikers: Skouras, Vestron, Troma, Cinecom, Spectrafilm, Miramax, Fries, New Century /Vista. They are called "the independents," and their ranks continue to swell, year after year. The latest arrival is Triax Entertainment, Don Parker's year-old distribution concern, which is now in the process of releasing its first slate of four Anglo Pacific titles. But does America need another contender in an industry already glutted with the likes of "Rolling Vengeance," "Desert Warrior," and "Ghoulies 11"? What can Triax possibly offer that Trio and Troma cannot? "Well, first of all, I think there's always a need for viable commercial product whether there's one independent production company or there's fifty," says David MUler, Triax's president and chief executive officer. "I think the marketplace recognizes better-made pictures. But what really differentiates Triax from the other independents is that we are theatrically driven. Our priority is the U.S. theatrical marketplace. That's how projects are chosen for production, and that's how we accept the pictures. I don't acquire a picture and say 'let's see, if I play 15 of the top 25 markets and I spend a minimal amount of money in those markets, then I can realize a million or a million of independent product is aiming for the lucrative video market, and any attempt at theatrical release is most often only cosmetic. Miller's plan is to put the emphasis back on theatrical release. "Then, after that, we'll sell off the ancillary rights," says Miller. Another key difference will be the diversity of product Triax wall distribute. Its first four releases — "Scavengers," "No Hard Feelings," "Murphy's Fault," and "Dancing in the Forest" — nm the gamut from romantic adventure to suspense to screwball comedy. There is one genre, though, of which Miller is wary: "the serious action-type pictures. I see them as being overlyexploited and I try to stay away from those." Before Triax's first picture, "Scavengers," had even seen initial release, MUler, who has supervised marketing and distribution for Avco Embassy and International Film Marketing, was already talking big plans for his new company. An additional slate of eight new Anglo Pacific releases was due to be announced before ShoWest, and MOler says he hopes Triax will be able to maintain in the neighborhood of 10-14 releases per year. Most wall be budgeted between $3.5 and 5 million, but Miller also says he intends to also release two higher-budgeted "major pictures" per year beginning in 1988. MOler also plans to go after bigger names. "We will be concentrating on upgrading the talent portion of the budget. And we intend to develop our own talent. Brenda Bakke, (continued p 18) and a half in home video.' I look at it from the standpoint of what's going to perform in the theatrical marketplace, given the audience for the picture." Miller estimates that about 75 percent Kevin Potter and Holaday Mason, in Triax's second release, "No Hard Feelings." 16 BOXOFFICE
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Boxoffice-March.1988

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