Rapt Films is positioning 'Before I Do' as a commercial breakthrough for LGBTQ+ content, with CEO Russell Webber highlighting the film's potential to resonate beyond niche audiences during an unprecedented moment in Pride visibility.
Industry watchers note this acquisition comes as streaming platforms increasingly compete for authentic queer narratives. Rapt's bet on Jaffe — a first-time feature director — signals confidence in emerging talent over established names, though whether that pays off remains to be seen.
The film world premieres Friday June 26, 2026 at the Castro Theater during Frameline's milestone 50th festival. Lead producers Emily McCann Lesser ('Fantasy Life') and Thomas Wallis of Two Canz Films are attached alongside executive producer Joe Pirro ('The Wedding Banquet').
With Pride Weekend serving as a high-profile launchpad, 'Before I Do' faces the pressure of proving LGBTQ+ rom-coms can deliver mainstream commercial numbers — Rapt's confidence suggests they're betting millions that audiences are finally ready for authentic queer love stories at scale.
The lakeside chaos is coming, and U.K.-based sales agent Rapt Films wants in on it first. On Thursday, the company announced it has acquired worldwide sales rights to "Before I Do," Gary Jaffe's LGBTQ+ romantic comedy debut that follows a bachelor party weekend descending into mayhem when the groom confronts feelings for an old friend he'd apparently been burying. The film stars Cole Doman — who's currently set to appear in Netflix's upcoming "Kennedy" series — alongside Michael Hsu Rosen of HBO Max's "Sex Lives of College Girls" fame.
Rounding out the cast are Nico Greetham ("American Horror Story," "Love, Victor"), Robin de Jesús ("Black Rabbit," "Tick, Tick… Boom!") and Jared Reinfeldt ("Feud: Capote vs. The Swans," "Gossip Girl"). That's a roster of performers with serious television pedigree, which suggests Rapt is banking on name recognition to carry the film's theatrical prospects.
"We're super excited to introduce our latest acquisition 'Before I Do' to the market," said Rapt CEO Russell Webber in a statement. "The camaraderie and wild revelry on display should resonate with any friend group — the film possesses significant commercial potential at a time when global mainstream audiences are becoming increasingly receptive to authentic LGBTQ+ content." The emphasis on "authentic" is notable; it's language that signals this isn't your standard rom-com with a rainbow coat of paint, but something aiming for emotional credibility in its representation.
Jaffe's feature debut follows his award-winning short "Last Summer With Uncle Ira," which premiered at Outfest. For producers Emily McCann Lesser and Thomas Wallis of Two Canz Films, pairing with Rapt represents what they called an opportunity to find audiences worldwide for "distinctive voices within LGBTQ+ storytelling." Executive producer Joe Pirro — whose credits include the upcoming "The Wedding Banquet" remake — brings additional queer cinema gravitas to the project's pedigree.
The timing is calculated. "Before I Do" world premieres Friday, June 26 at San Francisco's historic Castro Theater during Frameline's momentous 50th festival on the Friday of Pride Weekend. It's a plum slot that guarantees an enthusiastic audience and press attention from the LGBTQ+ media ecosystem. Director Jaffe acknowledged as much in his statement: "Our amazing cast has delivered a funny, heartfelt and riveting tribute to the complexities of love and friendship." The question now is whether Frameline's receptive crowd translates into broader commercial appeal — Rapt clearly thinks it can, or they wouldn't have boarded this before premiere.
