Avex launches arthouse film unit

Pix to concentrate on smaller, cult titles

By MARK SCHILLING

TOKYO -- Media conglom Avex Group Holdings has launched arthouse distrib Pix as a subisid of Avex Entertainment, the company announced on Monday.

Unlike Avex Entertainment, a producer and distrib that has taken aim at the mass market with major titles, including John Woo's "Red Cliff," Pix will concentrate on smaller, cult titles, handling everything from acquisitions to PR and distribution. Instead of focusing solely on theatrical releases, Pix will distrib on a wide range of platforms, including the Internet.

Pix will not handle animation, which Avex Marketing is already producing and distribbing on DVD and other media.