So: Sidetrack Films, the producers of Aaron Rose and Joshua Leonard’s doc Beautiful Losers (see our SXSW coverage here), have signed a deal with Nike to sponsor the film’s release in five cities, starting with its New York premiere this Friday.

Like Mark Rabinowitz, who wrote a post on indieWIRE’s new Docsider blog pondering What This All Means in relation to the state of documentary film distribution, I have mixed feelings about this.

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