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Illustration: Aïda Amer/Axios

For the first time ever, a film distributor will use Facebook to debut a movie exclusively via a ticketed live event, executives tell Axios.

Driving the news: "The Outsider," a controversial documentary about the construction of the 9/11 Museum in Manhattan, will premiere publicly on Facebook for $3.99 on Aug. 19.

Why it matters: Putting films on Facebook could lower the barrier to distribute content for smaller filmmakers and studios, especially for those looking to reach audiences in smaller markets where it's harder to broker local deals.

  • "Until this film, you would have had to find an international distributor to do individual broadcast and theatrical deals," says Steven Rosenbaum, director of "The Outsider."
  • "Once you got past big English-speaking markets, it wouldn’t have been worth it," he says. "Without Facebook, all of the mid-sized and smaller markets would never see this."

Details: The film will be available on Facebook Live at 8 p.m. ET to all worldwide Facebook users that pay for access via a link provided by the film's distributor.

  • The premiere can be viewed by any Facebook users in countries where Paid Online Events are available. Currently, they are available in more than 100 countries worldwide.
  • Facebook will be providing some paid promotion to help market the event. The tech giant has committed to not taking a cut of any ticketed events or revenue from independent creators until 2023.
  • The film will play in select theaters and on-demand via streaming in September.
  • The global debut will be followed by a panel discussion on Facebook Live. The film will play in select theaters and on-demand via streaming in September.

How it works: Like any other ticketed event on Facebook, the distributors of the film — a global film distribution company called Abramorama — set the price for the premiere.

  • Rosenbaum said the goal was to keep the price low enough for now to be able to attract a wide audience.
  • Facebook has been home to exclusive streaming shows and live events for months, but it's never premiered a film before.

Go deeper: The film documents the drama behind the construction of the National 9/11 Memorial and Museum. Its directors, Pamela Yoder and Steven Rosenbaum, have spent nearly two decades archiving the story.

  • Given that nearly 1/3 of the museum's visitors are international, Rosenbaum said an international audience was important for the film's debut.
"The Outsider" co-directors Steven Rosenbaum and Pamela Yoder

Controversy surrounding the documentary also makes the premiere notable.

  • The museum's management has called it "defamatory" for its portrait of what interviewees in the film refer to as the "Disneyfication" of 9/11.
  • The museum has argued that the film's lens is "ideological." Rosenbaum has responded that it's "focused on free speech, and open debate and discussion."

What to watch: "The Outsider" is the first movie to be distributed this way, and it's still unclear what price consumers are willing to pay for any movie, let alone a documentary, on Facebook.

Go deeper

Sep 18, 2021 - Science

Inspiration4's all-civilian crew calls Tom Cruise from space

Photo: Neil Mockford/GC Images via Getty Images

The all-civilian SpaceX crew called actor Tom Cruise on Friday, giving him a glimpse into their experience in orbit two days after the successful Inspiration4 launch.

Don't forget: NASA announced last year that it would work with Cruise on a film aboard the International Space Station — though it's unclear where that currently stands.

Ben Geman, author of Generate
54 mins ago - Energy & Environment

China vows end to building coal-fired power plants abroad

Chinese President Xi Jinping. Photo: Mary Altaffer - Pool/Getty Images

Chinese President Xi Jinping told the United Nations General Assembly Tuesday that his country "will not build new coal-fired power projects abroad" and plans to boost support for clean energy in developing nations.

Why it matters: The pledge, if maintained, would mark a breakthrough in efforts to transition global power away from the most carbon-emitting fuel.

House Democrats strip Iron Dome money from government funding bill

Photographer: Sarah Silbiger/Bloomberg via Getty Images

House Democrats on Tuesday stripped $1 billion for Israel's Iron Dome defense system from its short-term government funding bill after backlash from progressives, people familiar with the decision tell Axios.

Why it matters: There has never a situation where military aid for Israel was held up because of objections from members of Congress. While the funding will get a vote in its current defense bill, the clash underscores the deep divisions within the Democratic party over Israel.