Comedy “How to Please a Woman,” starring “Veep” and “Bridget Jones Diary” actor Sally Phillips, has generated brisk business for Beta Cinema. Brainstorm Media has taken all rights for the U.S. and will release the film theatrically on July 22, and pay TV operator Sky has secured all rights for the U.K.

Beta Cinema also sold all rights for Canada (Mongrel Media), Poland (Monolith Films), former Yugoslavia (Discovery), Czech Republic (Bohemia Motion Pictures) and Hungary (ADS).

Madman will put the film out in Australia and New Zealand on a wide release on May 19 and May 26, respectively.

Phillips stars as 50-year-old Gina, who feels she has become “invisible to everyone.” Establishing a house-cleaning service, staffed by good-looking male cleaners who provide cleaning with benefits, the film follows her as she learns how to ask for what she wants and encourages other women to do the same.

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“We fell in love with this movie as we feel most people will when they see it,” said Michelle Shwarzstein, head of distribution at Brainstorm Media. “This film manages to tackle an often taboo subject in the funniest and most heartfelt way. People will walk away smiling.”

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Paul Wiegard, co-founder and CEO of Madman Entertainment, stated: “Australian and New Zealand exhibitors are backing this feel-good, relatable comedy about female sexuality and vulnerability. More than 300 screens have already confirmed. The film offers a fun girls’ night out, the themes of empowerment and pleasure connecting with the primary audience.”

Thorsten Ritter, exec VP acquisitions, sales and marketing at Beta Cinema, stated: “We acquired ‘How to Please a Woman’ very early at script stage as it resonated with us as a truthful, enlightening and smart comedy for a mature audience. I am very pleased to see all of what we envisaged from the script and the filmmakers behind it worked out so beautifully.”

Erik Thomson (“The Black Balloon,” “The Furnace”), Alexander England (“Alien: Covenant”), and Caroline Brazier (“Three Summers,” “Rake”) round out the cast of this Australian production, written and directed by Renée Webster.

It is produced by Tania Chambers and Judi Levine of Feisty Dame Productions and Such Much Films, supported by Screenwest, Lotterywest and Screen Australia.

At the Cannes Film Market, Beta Cinema will host a market screening for “How to Please a Woman” on May 19, 11:30 a.m. at Olympia 3.

Recent highlights for Beta Cinema include Berlinale 2022 Special Gala entry “The Forger,” featuring Louis Hofmann from the Netflix series “Dark,” and David Hayman and Udo Kier starrer “My Neighbor Adolf.”

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