Magnolia Pictures

Overview

Magnolia Pictures is an independent film distribution company based in New York and a division of 2929 Entertainment, the media company founded by Mark Cuban and Todd Wagner. Founded in 2001, Magnolia distributes between 25 and 40 films per year in the United States across theatrical, VOD, and home entertainment platforms. The company is one of the most active specialty distributors in the documentary and international arthouse categories.

Magnolia operates as a high-volume distributor relative to other specialty companies, releasing more titles per year than A24, NEON, or Sony Pictures Classics. This volume model means Magnolia can absorb projects with smaller commercial ceilings while still offering full theatrical distribution and national publicity support.

Distribution Model

Magnolia uses a flexible distribution model tailored to each film. Theatrical-first releases for larger acquisitions are supported with full P&A campaigns. Smaller releases often use Magnolia's day-and-date or VOD-first approach, reflecting the company's early adoption of non-theatrical distribution strategies. Magnolia's VOD platform partnerships include all major transactional services (Apple TV, Amazon, Vudu) and rental platforms.

Magnolia also owns and operates Magnet Releasing, its genre film label, which handles horror, action, and thriller titles with a dedicated marketing approach distinct from the main Magnolia arthouse brand.

Magnet Releasing

Magnet Releasing is Magnolia's genre sub-label, distributing horror, action, and thriller films in the US market. Magnet has distributed films including Let the Right One In, Tucker and Dale vs. Evil, The Raid, and Trollhunter. The label's genre focus allows Magnolia to serve two distinct audience segments without conflating their respective marketing approaches.

For genre filmmakers, Magnet Releasing is an important acquisition target, particularly for international genre films seeking US distribution. Magnet's track record with Scandinavian horror, Korean action, and international thriller titles demonstrates its capability and interest in non-English language genre cinema.

What Filmmakers Should Know

Magnolia acquires films at Sundance, SXSW, Hot Docs, Sheffield, and at major film markets including AFM and Cannes. The company is a consistent presence at documentary markets and has strong relationships with international sales agents who bring completed films to Magnolia's attention.

Magnolia's minimum guarantees are typically moderate relative to the specialty distributor market. The company's volume model means it can offer distribution to films that might not attract the attention of higher-profile but more selective distributors. For filmmakers whose films fall in the documentary, international, or genre categories, Magnolia is a realistic and well-resourced option.

The company's relationship with 2929 Entertainment and Mark Cuban's HDNet (now AXS TV) has historically provided a broadcast window for some Magnolia titles, adding an additional revenue stream beyond theatrical and VOD.

Notable Releases

Blackfish (2013), The Act of Killing (acquired alongside IFC before final distribution partner was confirmed), Murderball (2005), Supersize Me (2004), Let the Right One In (2008), The Raid (2011), 20,000 Days on Earth (2014). Magnolia's documentary catalog in particular is among the strongest of any independent distributor.

See Also

For how documentary distribution deals differ from fiction feature deals, see Distribution Deals Explained. To model revenue across theatrical and VOD windows for a documentary release, use the Revenue Forecast Calculator.