Reaching the Pinnacle

Richard Sheffield has a vision. The Head Of Film at Gold Coast-based Pinnacle Films wants to see the distribution company become a major force in the Australian independent film industry. And there's no reason it can't. With a Tom Hanks and Julia Roberts vehicle under its belt following highly talked about releases such as The Reef (above) and Drive, it's only a matter of time.
``The idea is to set up a major independent film distribution company on the Gold Coast,'' Sheffield said.
``Film distribution and exhibition is mainly controlled out of Sydney and Melbourne, but there's no reason why we can't do it here as well.
``This industry is about getting it right 51 per cent of the time and if you can do that, you're ahead of the game.
``You know that you're always going to buy films that won't work and films that will, but the wonderful thing about this business is you can have nine duds and then the 10th one comes along and makes up for it.''

A branch of All Interactive Distribution (AID) a DVD and games business, which unsuccessfully attempted to move into theatrical under its own name three years ago Pinnacle Films is Australia's newest name in distribution. Instead of only releasing DVD titles, Sheffield said the company is now aiming to release eight to 10 theatrical pictures a year. Since joining the company in June last year, Sheffield, a highly experienced distributor, has been busy attending the world's most prestigious film festivals, including Cannes and Berlin, to snap up new titles. They include Pinnacle's prize release for this year, Larry Crowne, starring, written and directed by Tom Hanks. The film also stars Julia Roberts and My Big Fat Greek Wedding's Nia Vardalos, who co-wrote the screenplay.Sheffield said Larry Crowne (above) will be the company's first title to secure a widespread studio release in both art-house cinemas and multiplexes nationwide. Pinnacle's slate also includes Chinese-American film Snow Flower and The Secret Fan, starring Hugh Jackman; underworld action flick Drive, starring Oscar nominees Ryan Gosling and Carey Mulligan; The Hole 3D, directed by Gremlins filmmaker Joe Dante; and The Bang Bang Club, the true story of four photographers documenting the last days of apartheid, starring Ryan Phillippe, Taylor Kitsch and Malin Akerman. Pinncale will also distribute Australian films The Reef, starring Gyton Grantley; documentary Cane Toads: The Conquest 3D; and the animated family film Oakie's Outback Adventure.

After decades in the industry, Sheffield said he was yet to crack the secret to selecting a successful ``commercial picture''.
``It's all about the story the story has to work and we read lots of scripts,'' he said.
``We buy a lot of properties on scripts and if we believe in the script and we believe in the package that is, the director and the key cast we will take it on.''