Mubi has acquired the North American distribution rights to "Coward," a new film by Belgian director Lukas Dhont [1].
The acquisition marks a strategic move for Mubi to bring high-profile titles from the Cannes Film Festival competition to its North American audience [1]. By securing a work from a director with Dhont's pedigree, the platform strengthens its position as a curator of prestige international cinema.
Set during World War I, "Coward" is a queer military drama that premiered during the Cannes competition screenings in May 2024 [1], [2]. The film generated significant attention during its debut, receiving a standing ovation that lasted 13 minutes [3].
While the deal focuses on North American distribution, there are conflicting reports regarding the full scope of the acquisition. Some reports suggest the deal is limited to North America [1], [4], while others imply a broader international reach [5]. Additional reports indicate Mubi may have secured rights for several other territories, including the UK, Ireland, Germany, Austria, Italy, Spain, Turkey, Latin America, Australia, and New Zealand [6].
Dhont, known for his previous work in intimate character studies, uses the backdrop of the Great War to explore themes of identity and courage. The film's reception in France serves as a primary indicator of its potential success in the U.S. market. Mubi typically pairs its streaming availability with limited theatrical releases for such titles to maximize award-season visibility.
Industry analysts said that the competition for Cannes titles is often fierce, with distributors bidding quickly after the first screening. The 13-minute ovation [3] signaled to the market that "Coward" would be one of the most sought-after titles of the festival circuit.
“Mubi has acquired the North American distribution rights to 'Coward.'”
The acquisition of 'Coward' reflects a continuing trend of niche streaming services acting as the primary gateway for international arthouse cinema in the U.S. By targeting high-impact festival premieres, Mubi is positioning itself not just as a library of content, but as a tastemaker capable of introducing global queer narratives to a wider North American audience.
