Focus Features revives Gramercy label for genre films

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Focus Features has revived the Gramercy Pictures label as branding for action, horror, and sci-fi genre movies. This renewed label “reinforces Focus Features’ commitment to bringing a broad spectrum of entertainment to audiences that encompasses both commercial and specialty fare,” the distributor said.

“As audiences’ consumption habits continue to evolve, the need for the targeted branding of entertainment content and the cultivating of a loyal fan base becomes imperative,” Focus’ announcement continued. “This branding is important not only during the theatrical windows but also across ancillary and digital distribution platforms. Focus Features employees will work on both Focus Features and Gramercy Pictures releases year-round, offering filmmakers and producers a breadth and depth of expertise in both wide, commercial openings and platform, specialty releases. There will be no separate or additional staffing for the new label, as Focus Features will handle all of the collective titles.”

The new label’s inaugural slate of movies includes Insidious: Chapter 3 (opening nationwide June 5), Self/Less (opening nationwide July 10), Sinister 2 (opening nationwide August 21), London Has Fallen (opening nationwide Oct. 2), The Forest (opening nationwide Jan. 8, 2016), and Ratchet & Clank (opening nationwide April 29, 2016).