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Film Group MK2 Breaks Box Office Record for French Alternative Programming With ‘Kaizen’ Following YouTube star Inoxtag Climbing Mount Everest
French film group MK2 broke box office records for a French alternative content with the one-day release of 'Kaizen' about YouTube star Inoxtag.
Created earlier this year, mk2.Alt released Steve McQueen’s “Occupied City,” a four-hour documentary on the Nazi occupation of Amsterdam during the war, in April; and “Tehachapi,” directed by French street artist JR about inmates at a maximum security prison in California, in June. “Last year, the world of exhibition went through a major upheaval with the release of Taylor Swift’s The Eras Tour; it topped the box office in the U.S. and marked a turning point,” says Karmitz, who argues that alternative programming and event screenings like “Kaizen” can potentially lure younger crowds in theaters on more regular basis. Having recently participated in a commission hosted by the National Film Board (CNC) to support initiatives to entice young moviegoers, Karmitz says one of the keys to appeal to gen-Z demographics is to tap into their growing desire to “build relationships with content creators.”
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