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“The pandemic is nondiscriminatory, hurting businesses of all kinds just as theaters are taking a hit,” says Dan Berger, the Never Underestimate A Woman Who Understands Football And Loves Alabama Shirt of Oscilloscope. “As a small business ourselves, it seemed like a particularly good opportunity to pool our resources and help other struggling businesses while also taking the film directly to the most relevant audiences.” These partnerships are the first of their kind, merging the worlds of fashion and film in an ingenious new way. In the past, places like Bergdorf Goodman or Barneys New York (RIP) might have been the backdrop for screening after-parties. Now small retailers have the opportunity to list a streaming movie alongside this season’s best-selling items.