The African-American Film Festival Releasing Movement's (AFFRM) new multi-platform label Array will release Better Mus' Come in New York and Los Angeles on March 15.
While Better Mus' Come is Array's first acquisition, the parent group of the organisation is extremely experienced in promoting films, as AFFRM is really a composite of smaller companies that have had varied successes, producing and promoting black films.
AFFRM's founding organisations include Urbanworld (NYC), Imagenation (NYC), Reelblack (Philadelphia), Langston Hughes Film Festival (Seattle), BronzeLens (Atlanta) and DVA (Los Angeles).
The organisation's previous theatrical releases include: 2012 Sundance Best Director Award winner Middle Of Nowhere; 2011 Sundance World Cinema Audience Award winner Kinyarwanda, 2011 Sundance Film Festival Official 'Next' Selection Restless City; and 2011 NAACP Image Award nominee for Best Independent Picture, I Will Follow.
The theatrical release of Better Mus' Come will be preceded by simultaneous one-night engagements in Philadelphia, Atlanta, Washington, DC, Seattle and Houston on March 13 presented by Array partners Imagenation, Urbanworld Film Festival, BronzeLens Film Festival, ReelBlack Film Series, Langston Hughes African-American Film Festival, Howard Film Culture and Houston African-American Museum.
According to Array, the debut feature from writer/director Storm Saulter, Better Mus' Come "is a stunning love story".
The story juxtaposes this 'stunning love story' with rival Jamaican gangs, enlisted by warring political factions.
Winner of Best Feature Awards at Trinidad and Tobago Film Festival and Bahamas International Film Festival, Best Director Award at Pan-African Film Festival and Best Actor Award at American Black Film Festival, the film has screened at Toronto International Film Festival, Film Society of Lincoln Center and British Film Institute.
Founded in 2011, AFFRM is the African-American Film Festival Releasing Movement, a distribution collective of black film organisations dedicated to quality black independent films.