Pijama: Unleashing Unseen Cinema to a Global Audience

Pijama's Strategic Alliances: Expanding Reach for Independent Films

Pijama, the innovative TVOD service developed by the creative minds of Pablo and Juan de Dios Larraín, renowned for their work on films like 'Jackie,' 'Spencer,' and 'Maria,' has successfully forged its initial major commercial partnerships. These strategic alliances include prominent industry players such as MK2, Alpha Violet, Visit Films, Les Films du Losange, Electric Shadow, and Utopia Films. These collaborations are poised to significantly broaden the platform's content library and global footprint.

Addressing the Distribution Gap: A Platform for All Films

At its core, Pijama was conceived to tackle a pervasive issue in the film industry: the vast majority of films, an estimated 80%, never achieve widespread distribution. The platform offers a unique solution by providing a global distribution channel for these unreleased or underexposed cinematic creations. This model empowers rights holders with access to a broader audience and a new monetization avenue for their work, especially for titles whose traditional rights have expired.

Evolution and Growth: From Website to Multi-Platform Presence

Initially launched as a dedicated website on January 25, Pijama began its journey with a curated selection of 25 films from Fabula, the Larraíns' own production company. Demonstrating rapid expansion, the platform extended its availability to iOS and Android devices in April, followed by launches on Roku, FireTV, LG, and Samsung platforms in May. This swift multi-platform integration underscores Pijama's commitment to accessibility and reaching a diverse global audience.

Securing Iconic Titles and Boosting Critical Mass

Through its early phase agreements with sales agents, Pijama is quickly accumulating a substantial and diverse catalog. These non-exclusive, often geo-blocked rights deals allow the platform to feature celebrated films such as Mike Leigh's 'Secrets and Lies,' Sally Potter's 'Orlando,' Krzysztof Kieslowski's 'The Double Life of Veronique,' and Michael Haneke's 'The Piano Teacher' from MK2. Additionally, Alpha Violet contributes festival favorites like 'Drowning Dry' and 'The Tribe.' The platform also proudly showcases 24 titles from Fabula, including Pablo Larraín's acclaimed 'Neruda' and the Oscar-winning 'A Fantastic Woman.'

The Frustration That Sparked Innovation: A Direct Upload Solution

Pijama's inception was driven by a sense of frustration within the industry, particularly highlighted by the difficulty Sebastian Lelio's 'The Wave' faced in securing UK distribution. This experience revealed a significant void: the lack of a straightforward system for producers to directly upload their films, define territories, set rental prices, and make their content available to a global audience. The Larraíns recognized this need and took it upon themselves to create a solution, firmly believing that every film, regardless of its distribution status, deserves an opportunity to connect with an audience.

Curated Content and Open Access: A Dual Approach

As of May 10, Pijama features over 100 films, with an aim to maintain a carefully curated selection of 100-200 titles at any given time. These recommended films are sourced from approximately 10 sales agents and select producers and distributors. Beyond this curated collection, Pijama also provides an open invitation for any producer to upload their films, choose available territories, and retain 80% of the generated revenue. This dual model caters to both established and emerging content, fostering a more equitable distribution landscape.

Future Outlook: Expanding Campaigns and Sustained Growth

Pijama is set to launch two distinct marketing campaigns: one targeting producers, and another, slated for late May and June, aimed at attracting users. Following these initial efforts, the Larraíns plan to meticulously evaluate the early results to inform their future strategic decisions. They express strong confidence in the platform's long-term success, anticipating a continuous expansion of its film library and user base, ultimately reaching a significant critical mass within the industry.