Coming Soon, an ongoing editorial feature from Playback, highlights distribution strategies for soon-to-be released Canadian films. Here, we speak to Markham Street Films’ VP, unscripted Aaron Hancox about the distribution strategy for The Trick with the Gun.

The film: The premise of the doc is a behind-the-scenes look at the preparation that goes into a death-defying magic trick, as four-time Guinness World Record-breaking magician Scott Hammell and author Christopher Gudgeon devise their own version of the deadly bullet catch. However, the stress that the impending magic show puts on their relationship becomes as important as the performance itself.

Production/distribution credits: The doc is produced by Markham Street Films in association with Super Channel, and distributed in Canada by Markham Street. The Toronto-based producer/distributor is currently in talks with international distributors.

Theatrical: The film is being released theatrically on Thursday, Nov. 19, with a single screening at 6:30 p.m. at Bloor Hot Docs Cinema in Toronto. Markham’s VP, unscripted Aaron Hancox said the company wanted the screening to feel more like an event, and will be preceded by a magic show from mentalist and magician Bobby Motto. Co-presented with Toronto-based Sorcerer Safari Magic Camp, there will also be a live Q&A with the director Michael McNamara and stars Hammell and Gudgeon after the screening. The Bloor cinema showing is being used as a lightning rod to attract attention to the film, said Hancox, and as a way to attract press for the online VOD release.

Additional windows: Following the screening, the film will become available at midnight via Vimeo on Demand. The Trick will be available on the streaming service until Dec. 8 when it makes its broadcast premiere on Super Channel (SC4) on Dec. 8 at 9 p.m. Super Channel will then hold the broadcast rights to the film for 18 months. Hancox noted that Super Channel was the first broadcaster that Markham Street pitched the film to, adding that “when you’re working with a four-time Guinness World Record holder who’s considering catching a bullet in their mouth, it’s an easy sell.”

Marketing: In terms of marketing, the tactic has been to target fans of magic and magicians, which Hancox says is a devoted community, if not a geographically concentrated one. Forging partnerships with influencers in the magic community has also been part of the strategy, with members of certain magic-related blogs and podcasts receiving discounted promo codes to view the film on Vimeo.

Target audience: Hancox said that aside from fans of magic, the prodco thinks The Trick with the Gun will appeal broadly to a 25-to-54 year-old audience.

What makes this film unique? “Typically magic films are either process-driven films or performance films where you get to see a splashy special at the end. This film is a hybrid,” said Hancox. The fact that the person firing the gun is completely inexperienced with weapons adds an additional element to the film, he added.

Budget/financing: The film was financed by Super Channel for English Canada and Canal D for French Canada, Telefilm (through the English POV Program), Rogers Telefund, as well as Ontario and Canadian federal tax credits.