Coming Soon, an ongoing editorial feature from Playback, highlights the distribution strategies for soon-to-be released Canadian films. Here, we speak to Marina Cordoni of Marina Cordoni Entertainment about  the releasing strategy behind the release of Cast No Shadow.

The film: Cast No Shadow is a coming-of-age drama that follows the story of 13-year-old Jude Traynor as he tries to navigate a life marred by delinquency and petty crime. The film stars Percy Hynes-White, Joel Thomas Hynes and Mary-Colin Chisholm.

Production credits: The film was directed by Christian Sparkes and written by Joel Thomas Hynes, who also stars in the film. Producers on Cast No Shadow include Chris Agoston, Allison White and Sparkes. Allan Hawco served as executive producer. Prodcos attached to the project are Away Films and Screen Asylum.

Distributor: Toronto-based Marina Cordoni Entertainment (MCE), headed by Marina Cordoni, is handling the theatrical distribution of the film in Canada, in addition to post-theatrical windows.

Theatrical: Cast No Shadow will open in theatres in Toronto (Carlton Cinema), Halifax (Scotiabank Theatre) and St. John’s (Cinema Mount Pearl) on April 3.

“We chose these cities based on our audience and working with our exhibition partners to specifically target them,” Cordoni told Playback Daily. Cast No Shadow was shot on the east coast and Cordoni hopes to capitalize on audiences in Halifax and St. John’s who may be keen to see local scenery in a feature, Cordoni said, while Toronto has a pre-existing community of cinephiles and movie enthusiasts who would be drawn to this type of film.

The timing of the theatrical release was also meant to take advantage of Canadian Screen Awards buzz, Cordoni said, while also leaving enough of a window for knowledge of the film to grow post-awards. The film was nominated for four Canadian screen awards, including best film, but did not take home any prizes. Cast No Shadow will also open at a later date in Ottawa, Vancouver and Calgary.

Marketing: Cordoni worked with the film’s producers and director to promote the film on social media throughout its festival run (Cast No Shadow won six awards at the Atlantic Film Festival) and leading up to the Canadian Screen Awards. Leading up to the theatrical release the team is focusing on press and publicity to promote the film, as well as print and digital ad buys and talent-focused screening premieres.

Target audience:  Cordoni said she believes Cast No Shadow has the potential to appeal to a general viewing audience thanks to the broad spectrum of subject matter covered in the film, including parenting, childhood and fantasy elements. The target dempographic for the film is men and women over the age of 25, although Cordoni said the secondary audience in a younger demo who may be drawn to the film by the lead performance of  youngster Percy Hynes-White.

Additional windows: Super Channel has the pay TV window on Cast No Shadow, where it will air later this year. The film is set to rollout on most VOD and digital platforms in Canada, including iTunes, in early July.

Budget/financing: Cast No Shadow was supported by the Telefilm Canada through its micro-budget production program, along with the Newfoundland and Labrador Film Development Corporation, NBC Universal, NSCAD University, the Canadian Film Centre, ACTRA, Red Lab, The Screen Asylum, Away Films and provincial and federal tax credits. Telefilm’s micro-budget production program supports feature films with a budget of less than $250,000.