Flame Distribution

Flame Distribution’s Thomas Gould expects passengers to connect with the acclaimed documentary The Seven Ages of Elvis on a deeply visceral level. Image via Flame Distribution

Flame Distribution inks deal with Raydar Media to bring acclaimed documentaries and award-winning kids’ content to IFE systems everywhere.

Hot on the heels of a flurry of recent sales of titles such as The Kingdom: How Fungi Made Our World (which sold to United, China Southern Airlines and Saudi Aramco); blind builder Chris Judge‘s accessibility-focused DIY smash Eyes for the Job (which sold to Kuwait Airways, EVA Air, and Flynas) and the #cutenessoverload sensation Kitten TV (which was acquired by Virgin Australia and Air Vanuatu), Flame Distribution announced a new partnership with Raydar Media last week. The deal gives Flame exclusive TV rights in the MENA region and transport rights worldwide.

“Flame is constantly on the lookout for great content, and with Raydar we found a perfect fit,” Flame’s VP Sales, Middle East, Hungary and Turkey; Worldwide Transport Sales & Digital Sales EMEA, Thomas Gould told APEX Media. “We work very closely with every major CSP buyer in the industry, and with Raydar’s fantastic titles I felt we could penetrate the market, and keep the buyers coming back to us.”

“Research shows [that] around 90% of airlines will have kids’ content on board, so … the diversity and quality of Raydar’s kids’ titles appealed to us a lot.” – Thomas Gould, Flame Distribution

Admitting that Flame is not really known for kids’ content, Gould said that Flame saw perhaps the most potential in Raydar’s catalogue of top-shelf IFE offerings for children. “Research shows [that] around 90% of airlines will have kids’ content on board, so … the diversity and quality of Raydar’s kids’ titles appealed to us a lot. For example, Project Planet – with its [focus] on climate change – seemed like a wonderful title with tremendous commercial value, which I feel will appeal to a huge international audience via in-flight, broadcast & VOD,” Gould said.

Though Gould said he expects other Raydar titles for the younger set (like CBeebies’ Apple Tree House – an inner-city-set drama series for preschoolers that celebrates diversity – and the animated adaptation of Michael Rosen’s award-winning children’s book We’re Going on a Bear Hunt) to really take off with passengers of all ages, Gould said that Raydar’s kids’ titles are only half the story.

Aside from the acclaimed documentary The Seven Ages of Elvis, which examines the legacy of Elvis Presley through the lens of seven key stages of his life, Gould said he expects other Raydar titles like Reggie Yates’ Extreme – the BBC series that follows award-winning filmmaker Reggie Yates as he travels the globe tackling issues like gun violence, racism, gay rights and addiction – to connect with passengers on a deeply visceral level as well.

“TV is becoming more important than even the latest movies.” – Thomas Gould, Flame Distribution

“From a content perspective, the general feedback I am getting now is that TV is becoming more important than even the latest movies. Airlines want to be different, so they want new ideas every cycle. Some airlines have also shown an interest in documentaries on [topical subjects] such as climate change with the aim to encourage their passengers to become more green,” Gould explained. “Raydar titles such as Project Planet pay homage to that and … tell me that this was the perfect time to be taking on such titles.”