MUMBAI: In a move furthering home entertainment’s new commitment to premiere high caliber films on DVD, Warner Home Video and Film Life Inc. have announced a partnership that will brand and distribute high quality urban films on DVD.

The announcement was made today by Jeff Baker, WHV’s SVP and GM of Theatrical Catalog and by Jeff Friday, Film Life’s founder and CEO. 

As per the exclusive arrangement, Warner Home Video will distribute the films under the American Black Film Festival label. Spearheading the new initiative for WHV will be Eva Davis, VP of Targeted Acquisitions and Marketing, who noted that WHV will leverage its dedicated multicultural marketing and sales expertise to build unique campaigns for the movies distributed under the new label. Davis also said plans call for partnerships with other Time Warner sister companies to co-promote and co-market individual projects.

Said Davis, "We’re very proud to be partnering with the American Black Film Festival. These movies will allow African American filmmakers to display their skills, talent and vision as well as to enjoy the potential of being extremely successful in the DVD marketplace by providing retailers with a slate of appealing and relevant films that meet the needs of their diverse consumer base."

"We’re thrilled to partner with Warner Home Video on this exciting new venture," said Friday. "Film Life’s mission has always been to make and market movies that go beyond the stereotypical portrayals of the Black experience -- films that enlighten and inspire but also entertain. Jeff, Eva and Warner Home Video share our vision, and we’re delighted that they want to develop this DVD label."