Keystone cops new distrib ops

'MVP' to be first prod'n for Releasing arm

By DANA HARRIS

Keystone Entertainment, best known for its production of the $150 million "Air Bud" franchise, has launched domestic theatrical distribution operation Keystone Releasing.

The first release through the newly minted distriberry will be "MVP: Most Valuable Primate," a comedy about a hockey-playing chimpanzee.

Distribution vets Mark Borde and Gene Irwin will be the co-presidents of the new operation.

"We wanted a distinctly hands-on arrangement whereby we had a direct influence over our films, particularly when it came to theatrical distribution and wide release," said Vince. "Though we will eventually look to release all sorts of commercially viable product, our current and most important emphasis will be on the family film market."

With the release of "MVP," Keystone has formed a promotional partnership with leading hockey equipment and apparel manufacturer and National Hockey League sponsor CCM/The Hockey Company.

"MVP," which stars Kevin Zegers ("Air Bud,") will be released by Keystone Sept. 29.