Innovative Release Strategy for "Hunting Matthew Nichols" Captivates Audiences

In 2020, Vancouver-based artists Markian Tarasiuk and Sean Harris Oliver faced the challenges posed by the pandemic, leading them to explore new creative avenues. During a tennis match, Tarasiuk proposed the idea of a Netflix true crime documentary that transitions into a horror film. This concept evolved into "Hunting Matthew Nichols," which follows documentarian Tara (played by Miranda MacDougall) as she investigates her brother's decades-old disappearance. The film was produced on a modest budget of $275,000 and completed in just 12 days in December 2023.

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Jacob Crawford, a co-founder of Canadian distributor Moon7, recognized the film's potential after viewing an early festival screening. He encouraged the team to pursue a theatrical release rather than settling for a smaller distribution deal. Initially expecting to secure 200 to 300 screens, the team was surprised when Regal Cinema offered to showcase the film on 1,000 to 1,200 screens. This ambitious plan was supported by a guerrilla marketing campaign reminiscent of indie classics like "The Blair Witch Project."

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The marketing strategy included a flyover near the Griffith Observatory with a banner reading “Help Us! FindMatthewNow.com,” which directed viewers to online ticket sales. Additionally, the team distributed missing person flyers that generated over 5,000 organic scans of QR codes. An interactive online component allowed fans to engage with the film's narrative through puzzles and clues, enhancing audience involvement before the film's official release.

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The premiere of "Hunting Matthew Nichols" in Vancouver on April 2 was particularly significant for the cast and crew, marking a celebration of Canadian cinema. Miranda MacDougall highlighted the pride in showcasing local talent and narratives, contrasting the film's authentic Canadian roots with the often service-oriented nature of productions in Vancouver. The film's success is seen as a testament to the creativity and resilience of Canadian filmmakers.

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Crawford noted the importance of addressing theater owners' concerns about new films, stating, “They voiced a lot of their frustrations... and said, ‘Here’s how you can help us.’” This collaborative approach was crucial in securing a wide release for the film. Tarasiuk expressed a desire to challenge traditional industry norms, saying, “If it’s not working for you guys, instead of complaining, let’s be part of the change to get audiences to engage with our art.”

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• “Theater’s dead — really dead — right now,” — Markian Tarasiuk, Co-creator

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• “But Regal Cinema was our first meeting, and said, ‘We think 1,000 to 1,200 screens is a good starting place for this film.'” — Jacob Crawford, Co-founder of Moon7

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• “We’re all so excited, and we really believe in the content and writing and vision that is alive, outside of productions coming to Canada to get their stories made on a tax break or with a ‘cheaper can do’ attitude. We love championing Canadian films.” — Miranda MacDougall, Actress

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"Hunting Matthew Nichols" exemplifies a new model for independent film distribution, combining innovative marketing with community engagement. The film's journey from concept to a wide theatrical release underscores the potential for change within the film industry, particularly for Canadian cinema.

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