Distributor Umbrella Entertainment rebrands as Umbrella
Independent distributor Umbrella Entertainment has rebranded to Umbrella.
The announcement:
Umbrella Entertainment, one of Australia and New Zealand’s leading independent distributors, today launched its rebrand as Umbrella. The refreshed name and logo signal a confident evolution for the company as it sharpens its focus on original content and expands its presence across both territories.
Established in 2001 by managing director Jeff Harrison, Umbrella has long been known for curating Australian classics, cult gems and genre-defying films. The rebrand reaffirms its commitment to theatrical-first distribution while scaling its broader strategy across digital platforms, physical media and film production.
Recent successes across the region include Talk To Me, Late Night With The Devil, Every Little Thing and Sydney Film Festival Audience Award-winning film Birdeater. The upcoming slate includes Berlinale Teddy Award winner sci-fi comedy Lesbian Space Princess, the Daisy Ridley-led action-thriller We Bury The Dead, and Australian music documentary Sweat It Out! alongside New Zealand features I, Object and Mum, I’m Alien Pregnant. With the appointments of Jasmin McSweeney and Luke Murray, Umbrella is deepening its commitment to the Aotearoa market, including a restoration and re-release programme for classic New Zealand films from the New Zealand Film Commission archive.
The rebrand coincides with Umbrella’s continued expansion across multiple platforms and activities including:
- Sanctuary Pictures – Umbrella’s production label, currently in production on debut feature Penny Lane is Dead.
- Brollie – A curated AVOD platform focusing on local and genre classics.
- Aussie Classics on Foxtel – A TV channel showcasing Australian film and television titles from Umbrella’s catalogue.
- Sunburnt Screens – A podcast delving behind the scenes of Australian cinema, produced in partnership with DM Media.
- International Sales for select titles in the Umbrella library.
- Ongoing restoration and re-release of culturally significant Australian and New Zealand classics.
- The Wake in Fright Development Initiative – In partnership with AACTA and the Wake in Fright Trust.
“Umbrella has always stood for bold, distinctive storytelling, and this rebrand brings that vision into sharper focus,” said general manager, Ari Harrison. “It reflects our growth – not just in film and partnerships, but in the way we operate across theatrical, digital, physical and production spaces. We feel so excited and confident about the Australian and New Zealand distribution landscape. Our rebrand is built to ignite and support our future.”
Jeff Harrison, founder and managing director, said: “This rebrand is more than just a new look – it’s a statement of intent. Umbrella Entertainment has always backed unforgettable films and the voices behind them. As we move forward as Umbrella, we’re building on that legacy with renewed energy – growing our slate, strengthening relationships across the region, and staying true to our love of great cinema.”
The new Umbrella brand identity – developed in collaboration with Studio Brave, and strategy led by Jemma Thomas – includes a redesigned logo, website, and on-screen ident, which will premiere publicly at the 2025 Sydney Film Festival.
Source: Nixco
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