The Ex NATO Chief Has a New Online Marketplace Meant to Cut Out the Film-Distribution Middleman

The former leader of theater-owner’s group NATO has a new way to get your independent film into movie theaters — one intended to cut out the middleman.

John Fithian is launching an online marketplace to connect filmmakers directly with exhibitors. The platform is called “Attend,” and it puts the “intelligence” into its artificial intelligence. Attend’s tech, powered by the Vista Group, pairs filmmakers with the specific theaters best suited to their movie. For exhibitors, Attend is a portal to a broader range of content. This way, filmmakers retain the rights to their movie, and exhibitors keep control over their screens.

Sorry about all of that, distributors.

A filmmaker uploads details about (and assets from) their films directly into Attend, including metadata and other specifics. The platform’s AI will match the movie with theaters based on their customer data, local demographics, and affinity groups.

Attend will launch an alpha phase in the U.S. in early 2025; it will also be offered in Australia.

Fithian and Attend have already received the endorsement of several-dozen filmmakers and producers — including Damien Chazelle, Steven Soderbergh, and Patty Jenkins — who see the platform as a viable way to save independent film. The full list can be found below.

“We support Attend’s plan to revitalize independent film distribution and marketing through technology, transparency and respect for filmmakers and theatre owners,” the filmmakers collectively signed in a statement. “A modern, democratic, data-driven marketplace providing an efficient and effective way to distribute all genres of film directly to theaters and audiences is a vital need for our industry and art form. We look forward to using this important new tool for our work.”

Those filmmakers:

• Chris Bender
• Albert Berger and Ron Yerxa, Bona Fide Productions
• Juliet Berman, Spiral Stairs Entertainment
• Todd Black and Jason Blumenthal, Escape Artists
• Nina Yang Bongiovi, Significant Productions
• Effie Brown, Gamechanger
• Kristin Burr, Burr! Productions
• Anne Carey, Purple Pebble Pictures
• Susan Cartsonis and Suzanne Farwell, Resonate Entertainment
• Guymon Casady, Entertainment 360
• Liza Chasin
• Damien Chazelle and Olivia Hamilton, Wild Chickens
• Dylan Clark, Dylan Clark Productions
• Bruce Cohen, Bruce Cohen Productions
• Dan Levy Dagerman and Selina Ringel, Two Hands Productions
• Naomi Despres, Artina Films
• Dean Devlin, Electric Entertainment
• Lorenzo di Bonaventura, Di Bonaventura Pictures
• Jonathan Eirich, Rideback
• Marc Evans
• Erik Feig, Picturestart
• Bradley Fischer, Wise Owl Media
• Craig Flores, Bread & Circuses Entertainment
• Gary Foster, Gary Foster Productions, Inc.
• Brad Fuller, Platinum Dunes
• Dede Gardner and Jeremy Kleiner, Plan B
• Todd Garner, Broken Road Productions
• Howard Gertler, Little Punk
• Emile Gladstone, Latchkey
• Sarah Green, Brace Cove Productions
• Carla Hacken, Paper Pictures
• John Hall, Retinue Media
• Margot Hand, Picture Films
• Joe Hart, Hartland Studios
• Alex Heineman, The Picture Company
• David Hoberman, Hobie Films
• Ted Hope, HopeForFilm, Double Hope Films
• Leah Holzer, Defiant By Nature
• Gale Anne Hurd, Valhalla Entertainment
• Dan Janvey
• Patty Jenkins, Wicious Pictures
• Loretha Jones
• Caroline Kaplan
• Jonathan King
• Cathy Konrad, Tree Line Film
• David Koplan, Magnetic Fields Entertainment
• Karyn Kusama, Familystyle Film
• David Lancaster, Rumble Films
• Greg Lauritano, Black Magic
• Andrew Lazar, Mad Chance
• Laura Lewis, Rebelle Media
• Stephen Love, Made With Love Media
• Nimitt Mankad, Inimitable Pictures
• Andrew Miano, Depth of Field
• Rob McGillivray, Tip-Top Productions
• Tom McNulty, MC2 Entertainment
• Paul Mezey
• Kevin Misher, Misher Films
• Gil Netter, Netter Films
• Siena Oberman, Artemis Pictures
• Sev Ohanian, Proximity Media
• Bruna Papandrea, Made Up Stories
• Jamie Patricof, Hunting Lane Films
• Heather Rae, Iron Circle Pictures
• James Reatchlous, Two Daughters Entertainment
• Amy Redford, RedSkye Productions
• Nathan Ross, Lilyrose Productions
• Aaron Ryder, Ryder Picture Co.
• Peter Samuelson, Philmco Media
• Cathy Schulman, Welle Entertainment
• Jonathan Schwarz, Super Crispy Entertainment
• Stacey Sher
• Natalie Simpkins, 19Creative
• Steven Soderbergh, Extension 765
• Christina Steinberg, Locksmith Animation
• Laure Sudreau, Ouroboros Entertainment
• Lynette Howell Taylor, 51 Entertainment
• Bob Teitel, State Street Pictures
• Suzanne Todd
• Mark Vahradian, Di Bonaventura Pictures
• Monique Walton, Bluestack Media
• Kevin Walsh, The Walsh Co.
• Jim Whitaker – Whitaker Entertainment
• Janet Yang