Coming Soon, a new editorial feature from Playback, highlights the distribution strategies around soon-to-be released Canadian films. Here, we speak to Lithium Studios Productions’ Mike MacMillan about the distribution strategy for indie feature I Put a Hit on You.

The film: I Put a Hit on You tells the story of a woman named Harper who drunkenly posts an online ad offering to trade her engagement ring for her ex-boyfriend Ray’s death after he rejects her marriage proposal. The pair are then forced to deal with the subsequent chaos after a hitman replies to the ad. The film stars Sara Canning and Aaron Ashmore. 

Distributor: I Put a Hit on You is being self-distributed theatrically by films’ producers, with assistance from Toronto-based A71. Mongrel Media holds the Canadian rights for all other windows outside theatrical. The film does not currently have a U.S. distributor, but Double Dutch International (which has offices in both L.A. and Toronto) is the project’s international sales agent.

Production credits: Co-directors and writers Dane Clark and Linsey Stewart, producers Mike MacMillian (Lithium Studios) and Jordan Gross (Dark Hope Entertainment).

Theatrical run: I Put a Hit on You opens on Jan. 9 at The Royal cinema in Toronto. The film will screen once a day at 7 p.m. until Jan. 14 (screening twice on Jan. 11). The film’s run at The Royal is an exclusive engagement, MacMillian said, but the producers are exploring additional screenings in other Canadian cities in the future. A71 will also assist the producers with the theatrical release of the film in additional markets. 

Additional windows: The film was made available on Air Canada’s in-flight entertainment systems on Jan. 1 and on VOD on Jan. 6. I Put a Hit on You will also air on Super Channel on Jan. 11. Mongrel Media is currently exploring additional broadcast sales for the film.

Target audience: The target audience for the film skews younger, MacMillian said, targeting 18-to-35-year olds. Thus far, MacMillian said, women seem to be driving the interest in the film.

Marketing: Ashmore appeared in a Toronto Breakfast Television segment  in the days leading up to opening night, and ClutchPR has been hired to handle the PR for the theatrical release of the film. Reviews of I Put a Hit on You recently appeared in several newspapers (including the Toronto Star and NOW), and the producers are republishing reviews on their website from the film’s premiere at Slamdance. The team also ran a contest to help promote the film via a poster campaign where people could tweet a picture of a I Put a Hit on You poster with the hashtag #HITtix for the chance to win four tickets to a screening at The Royal.

What makes this film unique? “This is a lo-fi romantic comedy that feels much bigger than the budget is,” MacMillan told Playback Daily. While the film only features two main characters, MacMillian said the outside threat of a hitman makes this two-hander feel particularly engaging. “I haven’t watched a lot two-handers where the world feels this big,” MacMillian said. He also added the film has a strong soundtrack thanks to partner Toronto-based Paper Bag Records, which opened up its entire catalogue for the film (artists signed to the indie label include Luke LaLonde, The Rural Alberta Advantage and Austra).

Budget/financing: The budget for the film came in under $250,000 and included funding from Telefilm Canada, private investors and an Indiegogo campaign that raised over $30,000.