Crescendo House is a new boutique distribution company that aims to reinvigorate the American film landscape with an alternative model for distribution. We aim to elevate the role of multicultural works of art for younger generations and highlight their value in shaping the creativity, empathy, and taste of future generations.
The current distribution framework often fails those works that defy easy categorization. As such, our nation's diversity is stifled by one-sided discourses that insist on assimilative points of view. No matter their entertainment value or star power, international films often struggle in an environment that regards subtitles as too challenging for American audiences. Despite many exceptions to this attitude making waves at the box office, such outmoded thinking continues to constrain the market.
The double-edged sword of streaming has also shifted this relationship. More international films are directly accessible online, but unless you know what to look for, they are generally buried under insistent offerings of the safe and the familiar. Algorithms that track your viewing habits fill your home page with movies that closely resemble what you have just seen, in the process negating the sense of curiosity and adventure that makes discovering new works of art so enthralling.
Everywhere you look change and dissent are roiling the world. New voices are rising above the canned talking points; critical perspectives are storming the barricades of prejudice. Given this exciting and evolving landscape, it is now crucial to promote works that challenge prevailing cultural norms. Expanding the mainstream visibility of international films will provide viewers with an array of choices that more accurately reflects the diverse world they inhabit.
CrH will initiate the life of a film with a limited edition, collector's home video run. Each carefully curated film will feature unique artwork, packaging, and hours of special features in an effort to celebrate the value each film contains as a distinct work of art. This initial run will serve as a new form of patronage. As limited editions sell out, exhibitors will see that there is in fact an audience for different works of art. This will solidify wider, more film-specific theatrical and VOD release strategies.
As film lovers, we cherish the thrill that accompanies seeing something unique and unlike anything else. We hope that you experience the same excitement with the slate of films we offer. In today’s world, the only antidote to the monolith of sameness is an expansion of choice. Here is a chance for liberation by way of taste!