REACTION RELEASING is a boutique distribution company reacting to the changing landscape of Canadian cinema.

An entity of Alcina Pictures, Reaction focuses on the acquisition, marketing and distribution of completed films and their ancillary rights in Canada and abroad.

Reaction has positioned itself as a boutique distributor that works closely with producers and rights holders to maximize a films potential with a focused approach to succeed in the marketplace. Understanding that a films potential can be harnessed in ways that go beyond just the film, Reaction applies a strategy that leverages a films strength with innovative marketing and release strategies and ancillary cross promotion to drive awareness and maximize the asset value of a title upon on its release and over the long term.