More proof movie-makers are going to social media and other digital platforms to target expanded audiences: Vancouver-based 20 Year Media has acquired the assets of New York-based digital exhibitor Emerging Cinemas.

Emerging Cinemas programs specialty and alternative films into its network of screens, which include those in arts institutions, media centres, indie cinemas and multi-plexes. Terms of the deal were not disclosed, but Emerging Cinemas co-founder Ira Deutchman will segue to becoming a consultant as the network continues to be run out of New York City.

The tie-up will enable Emerging Cinemas theatre network to take advantage of 20 Year Media demand data and social intelligence software. That technology aggregates consumer demand and uses this data to match and deliver movies to cinema screens and audiences to maximize revenues and reduce excess capacity.

20 Year Media has installed veteran distributor Ryan Markowitz, a former VP of theatrical for Entertainment One in the U.S. market, as VP of sales and distribution at Emerging Pictures, the holding company.

Emerging Cinemas’ technology infrastructure will be overseen by the 20 Year Media team in Vancouver.