DirectToU LLC Enters Publishing Business: Alliance Entertainment Launches Collectible Magazine Line

The entertainment distribution space just got more interesting. Alliance Entertainment, the NASDAQ-listed distributor known for its massive media inventory, has rolled out a fresh venture through its DirectToU LLC division—a new publishing initiative focused on high-quality collectible magazines.

What’s New: Collectible Magazines Are Here

These aren’t your typical magazines. The industry calls them “Bookazines”—premium, full-color publications designed specifically for collectors and entertainment fans. DirectToU LLC is positioning these as part of the fastest-growing segment in magazine publishing, and they’re betting big on this format.

The first three issues are already available:

• Collectors’ Choice Music Presents Willie Nelson & the Legends of Outlaw Country
• Critics’ Choice Video Presents Great Comedy Teams Volume 1 (1922-1969)
• The Movies Unlimited Essential Guide to Star Trek

More titles are in the pipeline, including focuses on The British Invasion, Great TV Detectives, and 1970s Horror. Each publication represents curated expertise from dedicated teams with deep entertainment industry knowledge.

Distribution Strategy: Multi-Channel Approach

The distribution network tells the real story here. These magazines will reach customers through:

• DirectToU LLC’s Customer Direct Fulfillment system
• Legacy brand websites and mail-order catalogs
• Thousands of independent retailers and wholesale accounts
• Major retail chains like Barnes & Noble and Books-A-Million
• Plans to expand into big box retailers and grocery stores by 2024

This omni-channel strategy leverages Alliance Entertainment’s existing relationships and infrastructure—a significant advantage in reaching both hardcore collectors and casual consumers.

Behind the Scenes: Decades of Expertise

What makes this launch meaningful is the team behind it. DirectToU LLC operates three established entertainment brands under Alliance Entertainment’s ownership:

• Movies Unlimited (founded 1978): Nearly 50 years of direct-to-consumer media sales
• Critics’ Choice Video (established 1987): Deep roots in video curation and recommendations
• Collectors’ Choice Music (launched 1993): Over 30 years specializing in music collectibles

Alliance Entertainment acquired these brands specifically for their customer bases and institutional knowledge. The company brought on experienced employees from each, many of whom have worked on these brands since inception. Now, that accumulated expertise is being channeled into creating the publications.

Tim Hinsley, SVP of Retail Sales at Alliance Entertainment and Publisher of the new publications, highlighted the strategic thinking: the company has been transitioning away from selling only physical media (DVDs, CDs) toward offering broader entertainment-related collectibles. Publishing becomes a natural extension—creating content that speaks directly to existing customers while attracting new ones.

Market Context

DirectToU LLC isn’t entering a vacuum. The collectible magazine segment has been gaining momentum as nostalgia-driven content and premium physical products continue resonating with engaged audiences. By leveraging decades-old brands that already have credibility with collectors, Alliance Entertainment is positioned to capture attention in a growing market.

The publications promise to showcase the “passion and fandom” of the teams creating them, drawing on their earned expertise in movies, television, and music—areas where these legacy brands have built trust over multiple decades.

What This Signals

This move reflects a broader trend: established distributors and retailers are becoming content creators, directly engaging with niche communities. For Alliance Entertainment, it’s a test of whether deep industry knowledge and existing customer relationships can translate into successful original content. The omni-channel distribution strategy suggests the company is serious about reaching both traditional collectors and younger audiences through contemporary retail channels.