Strand Releasing

Overview

Strand Releasing is an independent film distribution company based in Los Angeles, founded in 1989 by Marcus Hu and Jon Gerrans, who continue to serve as co-presidents. The company releases 10 to 15 films per year across theatrical and home entertainment platforms, focusing on international arthouse cinema, LGBTQ+ film, and American independent features that do not fit mainstream commercial categories. For filmmakers working in arthouse or LGBTQ+ cinema, Strand is one of the longest-operating independent distributors in the United States with 37 years of continuous operation and a catalog spanning European, Asian, Latin American, and American independent titles.

History

Marcus Hu and Jon Gerrans founded Strand Releasing in 1989 to distribute foreign-language and independent American films that had limited US distribution options. The company became closely associated with LGBTQ+ cinema in the 1990s during the New Queer Cinema movement, when critically acclaimed films needed distribution partners willing to handle their subject matter.

Key historical releases include Gregg Araki's films (including the 2026 4K restoration of Mysterious Skin, which debuted at Sundance), Rainer Werner Fassbinder retrospective titles, All About My Mother (1999, Pedro Almodovar), Wild Reeds (1994), The Cement Garden (1993), Saving Face (2004), and Make Way for Tomorrow (1937, re-release). Strand has been a consistent presence at Sundance, Berlin, Venice, Toronto, and New Directors/New Films, acquiring films at earlier career stages than larger distributors would consider.

Strand has a multi-film relationship with Argentine director Lucrecia Martel, having distributed The Headless Woman (2008, currently undergoing a new 4K restoration with MoMA and the UCLA Film and TV Archive, to be re-released by Strand in 2026), Zama (2017), and most recently Our Land (2026), which won best film at the London Film Festival and opened at Film Forum in New York on May 1, 2026.

Recent Output / Slate Year

Strand's 2025-2026 acquisition slate illustrates the company's curatorial range:

• Our Land (Lucrecia Martel) - feature documentary premiering at Venice, winning Best Film at London. Strand acquired all North American rights, opened May 1, 2026 at Film Forum
• In a Whisper (Leyla Bouzid) - Berlin 2026 competition film. Strand acquired US rights from Playtime, planning a festival run and late summer or fall theatrical release
• Diamond Diplomacy (Yuriko Gamo Romer) - documentary exploring US-Japan cultural ties through baseball. Runner-up for the Library of Congress Lavine/Ken Burns Prize for Film. Strand plans a national rollout in fall 2026
• Vampires of the Velvet Lounge (Adam Sherman) - horror film released March 20, 2026 in select markets including New York and Los Angeles. Third collaboration between Strand and Sherman
• Calle Malaga (Maryam Touzani) - Morocco's official Oscar submission, given a healthy US theatrical launch
• Cactus Pears (Rohan Kanawande) - current release
• Love/Sex/Dreams: The Oslo Trilogy (Dag Johan Haugerud) - current release
• 4K restoration of Mysterious Skin (Gregg Araki) - festival debut at Sundance 2026, sold at EFM

What Filmmakers Should Know

Acquisition Model

Strand acquires completed films rather than developing projects in-house. The company evaluates submissions at major festivals (Sundance, Berlin, Venice, Toronto, Cannes, New Directors/New Films) and through sales agent relationships. Strand typically negotiates all North American rights or US rights, depending on the title. Deals are brokered directly by Jon Gerrans and Marcus Hu, sometimes with sales agents like Playtime, Cinetic, or The Exchange.

What Strand Buys

Strand focuses on three primary categories:

1. International arthouse cinema - European, Asian, and Latin American films with festival credentials. Strand has long-standing relationships with sales agents at Berlin's EFM and Cannes' Marche du Film
2. LGBTQ+ cinema - both narrative and documentary features. Strand was a primary distributor during the New Queer Cinema movement and continues this focus
3. American independent features - films that serve communities underrepresented in mainstream distribution, particularly at the micro-budget and low-budget tier

Typical Deal Structure

Strand operates on a traditional independent distribution model. The company typically pays a minimum guarantee (MG) for acquired films, though MG amounts at this tier are modest compared to larger specialty distributors like A24 or Neon. Strand handles theatrical booking (usually platform releases starting in New York and Los Angeles), festival run coordination, and home entertainment distribution. Filmmakers should expect a standard distribution agreement with theatrical, digital, and home video rights, with revenue split after recoupment of P&A costs.

Submission Process

Strand does not have a formal open submission process. The company discovers films at festivals and through sales agents. Filmmakers with festival premieres should ensure their sales agent or festival publicist flags the film to Strand. For films without sales agent representation, direct outreach to Jon Gerrans or Marcus Hu through industry channels is the standard approach.

Restoration and Re-release

Strand has an active restoration program. The company partners with MoMA and the UCLA Film and TV Archive on 4K restorations of titles in its catalog, including the current The Headless Woman restoration. Filmmakers whose earlier work Strand distributed should inquire about restoration opportunities, as Strand has shown willingness to invest in re-releasing its catalog titles theatrically.

House Style / Genre Focus

Strand Releasing distributes international arthouse cinema, LGBTQ+ film, and American independent features that do not fit mainstream commercial categories. The company has long-standing relationships with sales agents at Berlin's EFM and Cannes' Marche du Film. Strand was a primary distributor during the New Queer Cinema movement of the 1990s and continues this focus.

Strand does not distribute mainstream commercial films, wide-release genre films, family films, or animated features. The company avoids films without festival credentials or arthouse audience appeal. Strand acquires films at earlier career stages than larger distributors would consider.

How They Typically Find Talent / Take Submissions

Strand does not have a formal open submission process. The company discovers films at festivals and through sales agents. Filmmakers with festival premieres should ensure their sales agent or festival publicist flags the film to Strand.

For films without sales agent representation, direct outreach to Jon Gerrans or Marcus Hu through industry channels is the standard approach. Strand typically negotiates all North American rights or US rights, depending on the title. Deals are brokered directly by the co-presidents, sometimes with sales agents like Playtime, Cinetic, or The Exchange.

Strand operates on a traditional independent distribution model with modest MGs compared to larger specialty distributors. The company handles theatrical booking, festival run coordination, and home entertainment distribution.

Watch: Trailers & Behind the Scenes

See Also

For understanding how specialty distribution works, see Distribution Deals Explained. To model revenue projections for independent films, use the Revenue Forecast Calculator. For evaluating festival submission strategies, use the Festival ROI Calculator.