Bifrost Distribution Formed to Bridge the Video Gap

Advances in technology have made filmmaking and video editing more accessible to people outside the Hollywood studios. Quality feature films, documentaries, and educational videos are being made by independent producers across the country. But even after traveling the festival circuit and winning awards, many of these videos are not picked up by major distributors and the fast track to Best Buy and Blockbuster.

Wholesalers and large store chains often refuse to deal with individual producers. Media Play and other members of the Musicland family used to, but -- citing the state of the economy -- they recently have suspended their consignment program that allowed local stores to offer video and music products from individual filmmakers and musicians to the their customers.

On the other hand, the popularity of independent film cable channels and the growth of specialty theaters like Madstone, and Landmark demonstrate that there is a market for independent films. Some independent video stores struggle to find new independent products to serve this market but they often have difficulty finding them.

Bifrost Distribution was formed to bridge this gap. Bifrost gathers independently-produced videos, DVDs, and other products into its catalog and makes them available to stores at wholesale prices. This helps the producers reach consumers and makes a wider selection of products available to consumers.