Cinematical reports that the Weinstein brothers just struck a deal to handle their own DVD distribution. The brothers' new post-Miramax venture, The Weinstein Company, is emerging as a case study in 21st-century convergence filmmaking. First they unveiled a US$490M round of private equity from investors (including a hefty chunk of change from Mark Cuban), then they announced a US$25M partnership with the advertising giant WPP Group not just for product placement but "as an integral part of the actual film", then they announced the first-ever major partnership between a studio and a major cosmetics company in the form of a two-year marketing and placement deal with L'Oreal Paris. I can't wait to see what they'll do with online video.