For anyone wondering what The Fithian Group has been up to, the firm used last week’s Australian International Movie Convention (AIMC) to unveil an online theatrical distribution marketplace. The group, made up of former National Association of Theatre Owner executives John Fithian, Jackie Brenneman and Patrick Corcoran, has been quietly working on the platform for some time now. It is designed to connect filmmakers directly with theatre owners and streamline the booking process.

According to Brenneman, Attend aims to reverse a years-long trend of declining mid-range releases. While the number of theatrical releases has dropped in the post-pandemic era by 26%, the Fithian Group reports that the number of mid-range titles is off by 29%. This has caused a 38% decline in revenue and 47% admissions for mid-range films, underscoring the platform’s mission to reinvigorate theatrical releases and make them more accessible.

The platform will utilize data-driven strategies for theatre selection, scheduling, and marketing to help these films reach broader audiences. Jackie Brenneman emphasized the platform’s potential, stating, “Attend expands possibilities for filmmakers and non-studio movies to reach audiences and to expand the reach and efficiency of existing distributors.” The Fithian Group is partnering with the Vista Group to develop Attend with plans to initially launch the solution in the United States and Australia, with an alpha phase beginning in the U.S. in early 2025.