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Millennium Entertainment changes brand name to Alchemy

Indie film distribution company Millennium Entertainment on Thursday announced its new brand name — Alchemy. 

The Los Angeles-based firm's name change has been expected. Five months ago, Chief Executive Bill Lee led a management team to acquire the business from producer Avi Lerner's Nu Image. Lerner's company still owns "The Expendables 3" and "The Legend of Hercules" production company Millennium Films.

Alchemy's services include theatrical, home video, video on-demand and television distribution, with recent titles including "Elsa & Fred," "Fading Gigolo" and "What Maisie Knew."  The company says it represents 75% of all independent titles sold at big-box retailer Target. 

The first film the company is releasing under the new banner is "The Humbling," starring Al Pacino and Greta Gerwig and based on the 2009 Philip Roth novel of the same name. 

“Our new brand name encapsulates our culture, our ambitious mission, and our dedication as a company to working with leading filmmakers and producers," Lee said in a statement. 

Follow Ryan Faughnder on Twitter for more entertainment business coverage: @rfaughnder

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