Matt Grady, formerly of Plexifilm, is launching a film and music distribution label called Factory 25, which has bought world rights (barring France) to Ronald Bronstein’s Frownland. According to a just-dropped press release, Factory 25 “will concentrate on releasing films theatrically, digitally and on DVD, as well as in conceptualized limited edition DVD/Vinyl combination packages.” For Frownland, the limited edition will include “in addition to extra footage (practically a given these days) … a comic book written in character by one of the actors, art drawn by lead actor Dore Mann, a soundtrack on vinyl, and a newsprint film poster.”

Apparently intent on hitting the hipster sweet spot between indie music and indie movies, Factory 25 also have plans to release a DVD set of videos by Damon & Naomi, early 90s indie rock doc Songs for Cassavetes, and Ben Wolfinsohn’s High School Record, a faux-documentary comedy starring members of Mika Miko and No Age that premiered at Sundance in 2005 (listen to my podcast with Wolfinsohn here).

This is exciting news, but I have questions. One thing the press release doesn’t specify is whether or not Frownland will be given a wider theatrical run; it’s had some isolated theatrical bookings and a run in France, but by no means has it reached market saturation. I also wonder, since they’re obviously buying stuff with cross over appeal to an audience that might not ordinarily care about indie film, if Factory 25 plans to find ways to subvert the current, stagnant indie film releasing model. I sent them an email; I’ll update this post when I get a response.

UPDATE: I asked Matt Grady via email to tell me a bit more about his plans for theatrical distribution, particularly in regards to Frownland, and he wrote: “I am looking into a series of event screenings that combine a musical performance with film screenings and am also working on having a couple film/music US tours in the fall. Frownland will continue to play event screenings…Frownland really lends itself to midnight screenings.”

Other projects on Factory 25’s slate include Dutch Harbor: Where The Sea Breaks Its Back, a documentary on Alaska featuring music by a supergroup including Will Oldham, Jim O’Rourke, David Grubbs and Michael Krassner called the Boxhead Ensemble, which will tour and perform with the film; and a Spiritualized concert film, which Grady directed and is currently in post-production.