Netflix plans campaign for Eastwood’s film

MUMBAI: Online movie rental service Netflix announced a multi-platform campaign for the release of Tony Bennett: The Music Never Ends. Developed under the company’s Red Envelope Entertainment banner, the deal includes exclusive television, retail and worldwide distribution agreements through partnerships with Thirteen/WNET New York, Target and Warner Home Video.
 
Produced by Clint Eastwood, in association with RPM Productions, and edited by Joel Cox, Tony Bennett: The Music Never Ends chronicles and celebrates the life of legendary recording artist, 15-time Grammy Award-winner and consummate performer, Tony Bennett. It is written, directed and co-produced by veteran producer Bruce Ricker.


“The film is a coming together of two American icons — Eastwood and Bennett — and a big leap for Red Envelope Entertainment. The production and the unique roll-out arrangements draw on the relationships and brand strength that Netflix has developed in the creative and distribution communities,” said Netflix chief content officer and executive producer on the film Ted Sarandos.


Netflix has reached an agreement under which Thirteen/WNET New York will be the exclusive television partner. Tony Bennett: The Music Never Ends will air as part of the AMERICAN MASTERS series on PBS on 12 September. “Netflix is an ideal partner in our efforts to create socially relevant programming. We share a similar vision and commitment to bringing culturally focused documentaries to wider audiences, and through this venture, we will be able to share the wonderful story of Tony Bennett’s life and career,” said AMERICAN MASTERS creator and executive director Susan Lacy.


Tony Bennett: The Music Never Ends will be available to the more than six million Netflix subscribers for DVD rental and PC-based instant watching on 25 September. Netflix will merchandise the documentary to subscribers with an interest in such films, based on their rental history. For his part, Bennett will actively promote the film through an extensive media campaign which will begin with the film’s US premiere on 10 September in New York. On the retail front, Target will share a day-and-date release with Netflix on 25 September, with a six-week window as the exclusive retailer of the film.


Warner Home Video has acquired the rights to distribute the film within the US and will release a two-disc special edition on 13 November. This collector’s edition of the documentary will include an extra 60 minutes of Tony Bennett concert footage from the 2005 Monterey Jazz Festival. VDI Entertainment has secured the rights to distribute Warner Home Video’s edition of the film in Canada on the same date. Warner Home Video’s strong interest in the film prompted the company to broaden their role in the project and take exclusive distribution rights for all media outside of North America.


Tony Bennett is beloved as one of the premiere interpreters of the Great American Songbook. Tony Bennett: The Music Never Ends follows Bennett’s more than 50 years in the music and entertainment industries against the backdrop of a changing America. The film is highlighted by never before seen footage from his performance at the Monterey Jazz Festival and an intimate on-camera interview conducted by Eastwood that explores the essence of Mr. Bennett’s artistry and presents an exceptional man in a rare way.

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