Anita Adams knows getting Canadians to show up to the cinema for a homegrown film isn’t easy. In fact, it can seem almost impossible. As the executive director of First Weekend Club, she’s been working to improve the profile – and box office – of Canadian films since she launched the non-profit in 2003.

So when she came across O Brazen Age, a low-budget, art-house flick with no recognizable stars by an up-and-coming director, she knew it would need an unconventional release for it to get noticed.

So First Weekend Club decided to come on board to support the film’s theatrical release – the first time the non-profit has done so in its 14-year history. Instead of a traditional release, however, First Weekend Club is hosting a series of one-night-only pop-up premieres in cinemas across the country, followed by an immediate launch on its VOD platform, CanadaScreens.

“If you’re released in a mainstream theatre, there is a minimum three-month window after theatrical release before you can release on VOD. That [windowing strategy] makes it even more difficult for these small independent films because any buzz that they manage to stimulate during its theatrical will then be completely forgotten about three months later,” Adams explained to Playback Daily, about the decision to skip the traditional release.

O Brazen Age, the feature directorial debut of Alexander Carson, follows a group of Toronto artists in their twenties as they navigate changing friendships. Adams said the film’s core demo are “hipsters” – men and women in their early 20s to late 30s.

The coming-of-age arthouse flick is produced by North Country Cinema. Carson also serves as a producer on the film, alongside Jeff Hanes and Kyle Thomas. Cameron Macgown serves as associate producer.

To capitalize on mainstream media coverage, the film will first debut March 24 with a week-long run at the Carlton Cinema in Toronto. After it’s Toronto screenings, however, the film will have one-night-only pop-up premieres in Montreal, Calgary, Edmonton, Vancouver and Ottawa.

These screenings are presented with community partners in each city, in some cases featuring live music, whiskey and beer tastings, and Q&As with the filmmakers. The goal, Adams said, is to create excitement around these special events and get people to come out to the theatre for that one night.

First Weekend Club has partnered with shoe company TOMS, Savoie Clothing and others to use their social channels to promote the screenings and also for giveaways at the pop-ups. To help promote the April 4 Vancouver screening, for example, First Weekend Club partnered with local craft brewery, Old Yale Brewing. “We chose them specifically because they have a strong social following and Instagram page. They’re going to be the beer sponsor at the event, but they’re also supporting us on their social platforms as well.”

First Weekend Club is also promoting the film through an #OBrazenAge social media photo challenge that will award its winner with a two-night stay at a guesthouse in Tofino, B.C.

When audiences turn out for these pop-up premieres, First Weekend Club will then hand out mini-Polaroids with images from the film that have a promo code on the back offering a discounted rate to watch the film on CanadaScreens.ca.

“This film is about friends connecting. So give this promo code – this cute little Polaroid – to somebody and then they can rent it on CanadaScreens.ca on April 11 when it launches,” said Adams.

Adams said First Weekend Club is expanding into the distribution space and is looking to help support films “that don’t fit the traditional model.”