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Seeds of Change: How Palestinian-Owned Watermelon Pictures Is Creating Space for Underseen Perspectives
Watermelon Pictures broke domestic box office records with the searing documentary "The Encampments" just a year after being founded.
And most recently, “The Encampments” had an impressive opening weekend in late March with an exclusive engagement at New York’s Angelika Film Center, grossing just under $80,000 and breaking the per-theater-average record previously set by National Geographic’s “Free Solo.” Badie Ali describes this effort as organic “community building.” And social media has been a crucial tool in mobilizing audiences, says Alana Hadid, the company’s creative director and unofficial brand ambassador. With the upcoming release of “To A Land Unknown,” Watermelon’s executive VP Justin DiPietro, who brings a wealth of distribution knowledge from his time at IFC and Netflix, recognizes that convincing arthouse theater exhibitors to play their narrative dramas requires a different approach.
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