How iThentic Canada is being platform agnostic with content distribution


Writer/director Pavan Moondi’s Everyday Is Like Sunday is to debut theatrically Friday night at Toronto’s Carlton Cinema.

But the low budget dramedy about young people fresh from college will eventually be available online as a 10-episode web series, and then again as a possible TV broadcast.

“It’s a way to break through the clutter in terms of being high quality theatrical film and looking to find the right home for it, whether online and TV, so it doesn’t just launch into the abyss,” iThentic Canada CEO Jonas Diamond tells Playback.

iThentic Inc., Daylight on Mars Pictures and Riddle Films produced Everyday is Like Sunday, which stars stand-up comics David Dineen-Porter and Nick Flanagan and indie musicians Nick Thorburn and Dan Werb.

iThentic also underlined its pragmatism for digital content releases this week when Bell Media’s CTV announced it licensed all 34 episodes of the web series Guidestones for exclusive viewing on the website, on the CTV app and Bell Mobile TV.

The deal follows Guidestones, about two journalism students uncovering a global conspiracy, earning a slew of prizes, including an international Emmy in Cannes, and streaming on Hulu, to underline its audience appeal.

“It’s a good fit in having a bona fide property that has been so well received to date, especially on Hulu in the States, so why not work with a domestic partner,” Diamond says of the deal with CTV.

“We’re bringing entertaining and unique content to all of CTV platforms as part of our ongoing commitment to connect with viewers wherever they are,” adds Mike Cosentino, senior vice-president of programming at CTV Networks, in a statement.