Reinventing Theatrical Distribution with Generative Documentary ‘Eno’

Join Jessica Edwards and Emily Rothschild as they pull back the curtain on the ‘Eno’ team’s boundary-pushing experimental distribution strategy!

Join us on 7th of March at 9am PT/ 12 Noon ET, as producer Jessica Edwards and distribution consultant Emily Rothschild pull back the curtain on the ‘Eno’ team’s boundary-pushing, experimental distribution strategy—turning every screening into a one-of-a-kind experience.

Discover how their multi-pronged approach stayed true to the film’s generative essence while redefining audience engagement from the ground up.

‘Eno’ is a generative documentary about Brian Eno, offering 52 quintillion possible iterations so that no two viewings are the same. For five decades, Brian Eno has redefined music, tech, and art. The legendary British musician, producer, activist, visual artist, and self-described “sonic landscaper” launched his career as a founding member of Roxy Music in the early 1970s.

After its Sundance 2024 premiere, the film earned rave reviews— but traditional distribution models couldn’t contain its ever-evolving nature. Director/producer Gary Hustwit, Producer Jessica Edwards, and Distribution Consultant Emily Rothschild formed a lean team to craft a multi-pronged strategy that honored the film’s innovative storytelling.

Their direct distribution approach deepened audience engagement, optimized marketing spend, and unlocked valuable data for a replicable business model built on real wins and losses.

The result? As of February 2025, “Eno” has already grossed over $1,041,077 at the Worldwide Box Office.

Co-Presented by Filmmaker Magazine - Join 8 Above’s Jon Reiss, Producer Jessica Edwards, and Distribution Consultant Emily Rothschild on March 7th at 1pm PT/4pm ET as they discuss their bold theatrical strategy and the film’s next digital chapter.

Guest Bios

Jessica Edwards uses her broad background in the film industry as a director, producer, publicist, and distributor to create and support storytelling. In 2010, she founded Film First, a production company that produces and distributes documentaries with a special focus on design and music. Recent releases include DESIGN CANADA, RAMS, and the groundbreaking generative documentary feature ENO about the legendary musician and producer Brian Eno. Eno premiered at Sundance in 2024 and was shortlisted for a documentary Oscar, garnering over a million dollars in theatrical box office. Her first feature-length documentary, MAVIS!, about soul music legend Mavis Staples and her family group, The Staple Singers, premiered on HBO in 2016. She was awarded a Peabody for distinguished achievement in documentary filmmaking.

As an independent film publicist for over 10 years, Edwards worked with filmmakers like Sofia Coppola, David Lynch, the Coen Brothers, Gus Van Sant, Miranda July, David Cronenberg, and many others. She assisted and executed hundreds of marketing and publicity campaigns which launched at film festivals, garnered awards, and found robust audiences. In 2013, Edwards edited and published Tell Me Something: Documentary Filmmakers, which offered advice from filmmakers for all creative people. The book sold out in its first printing. She was named one of "10 Documakers To Watch" by Variety. She holds an MA in Media Studies from The New School in New York City and a BA in Cinema Studies from Montréal's Concordia University in her native Canada.

Emily Rothschild is a partner in RXR Media, a consultancy specializing in distribution, marketing, and strategic advisory services to filmmakers, content creators, and production and distribution companies. Her recent work includes the release of Academy Award-shortlisted ENO, and upcoming releases include ADA: My Mother the Architect, and the special event release of MAYA AND THE WAVE.

Emily has nearly two decades of experience in marketing, distribution, acquisitions, and community engagement. Previously, she was Director of Theatrical Acquisitions and Marketing for PBS Distribution, where she worked on releases such as Academy Award-nominated films ABACUS and FOR SAMA. She also worked as an executive at Cinedigm and Arthouse Films, handling acquisitions and theatrical campaigns for multiple Oscar-nominated, commercially successful, and culturally significant documentaries, such as THE INVISIBLE WAR, HELL AND BACK AGAIN, JEAN-MICHEL BASQUIAT: THE RADIANT CHILD, and WASTE LAND. Emily is additionally a partner RXR Sports, a sports marketing company, and serves on the advisory board of the Woodstock Film Festival.