Instead of despairing, Pilcher got creative. Juno Films, the movie’s distributor, pushed the debut back to the fall and set about fashioning a COVID-compliant release strategy for the indie drama.
When it finally opened in October, it screened at drive-in theaters and had special virtual showings. To raise awareness, the distributor and filmmakers of “Radium Girls” — which documents the true story of female factory employees who contracted radiation poisoning due to poor working conditions — partnered with environmental groups like the Sierra Club and gave them a cut of the profits from special screenings that tapped their mailing lists. “It’s innovation that’s borne out of necessity,” says Pilcher. “It’s what you have to do to build an.
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