A U.S../Australian alliance will finally bring Canadian independent films from emerging filmmakers to the forefront at the local video store.

Under the exclusive First Rites banner, u.s. independent producer/distrib The Asylum and Australian distrib partner Tribe Entertainment have struck a revenue-sharing deal with Rogers Video to place a selection of Canadian feature films, most of which have been showcased on the Canadian film festival circuit and all of which were made by first-time filmmakers, next to the latest box-office hits.

‘We already had a mandate to carry Canadian films, which start off in the new-arrival section then move to our Canadian section, but now we’ll be carrying films from emerging filmmakers,’ says Rogers Video spokesperson Grace Battiston.

With 235 stores across Canada, Rogers Video will release four First Rites films in mid-July, with two titles following each month.

The first four titles are: Justin McGregor’s The Vigil, produced by Come As You Arts of Vancouver; Pitch, a behind-the-scenes expose, starring filmmakers Kenny Hotz and Spencer Rice; Terrance Odette’s Heater, from Winnipeg’s Marble Island Pictures; and Paul Distefano’s Trouble, from Blue Stone Pictures in Toronto.

Built into the program is the First Rites Film Development Fund, where a portion of each rental will go toward financing grants for aspiring filmmakers.

First Rites was pioneered by Tribe last October in Australia and in January, Asylum launched the program in the u.s. for American independent films, with video store chain Hollywood Video. The First Rites team is currently negotiating a deal in the u.k. – the ultimate goal being cross-collateralization, where, for example, Canadian indie films will be showcased front and centre in u.k. video stores.